Understanding E-commerce Cart Abandonment Rates

Currently, the global average cart abandonment rate is 70.19%.

14 years of tracking by Baymard Institute reveals persistent high abandonment rates.

Large investments in marketing and site design efforts often lead to frustration and abandonment.

Design and flow of the checkout process are frequently cited as main reasons for abandonment.

User frustration can lead to anger and abandonment during the checkout flow.

Unclear instructions or complicated fields may cause users to leave without completing their purchase.

Baymard Institute has conducted extensive usability testing on checkout processes for over 14 years.

Research includes qualitative studies on the checkout flows of leading e-commerce sites.

Findings are compiled into a benchmark database covering over 30,000 checkout elements.

Checkout flows of 325 top-grossing US and EU sites benchmarked against 110+ Cart & Checkout guidelines.

Data includes scoring on a 7-point weighted scale, assessing usability of checkout features.

Reports include over 26,000 examples of best and worst practices from leading e-commerce sites.

Research findings are available as part of Baymard Premium.

Users can gain a comprehensive understanding of checkout usability improvements through this data.