Top Reasons Why Shoppers Abandon Their Carts [Infographic]

As part of developing our own abandoned cart email program, I’ve been researching examples from other retailers – looking both at the copy of the emails and their overall design.

This work has also led me to further review the causes of shopping cart abandonment and how I can reduce it on my own sites. I thought this infographic from Milo provides a good overview of the root causes:

Abandoned shopping cart infographic
Abandoned shopping cart infographic

Key Facts and Takeaways

67% of shopping carts are abandoned right before the transaction is completed.

Why shoppers abandon their carts:

  • 57% = Window shopping / not ready to purchase
  • 56% = Saving items for later
  • 55% = Shipping cost was too much
  • 51% = Cart did not qualify for free shipping
  • 40% = Shipping costs were listed too late

Lack of or long delivery times caused shoppers to abandon their carts:

  • 38% = 8 days or more
  • 24% = No delivery date
  • 16% = 6-7 days
  • 15% = 4-5 days
  • 8% = 3 days or less

Options that encourage shoppers to check out:

  • 73% = Free shipping
  • 60% = Estimated or guaranteed shipping date
  • 56% = Variety of payment options
  • 50% = Ability to save purchasing preferences
  • 47% = View order history
  • 38% = Expedited shipping options
  • 32% = Other product recommendations

3 thoughts on “Top Reasons Why Shoppers Abandon Their Carts [Infographic]

  1. Not really sure how those percentages stack up… but an extremely interesting read nonetheless. Our ecommerce stores seem to meet most of the most important criteria – except estimated delivery date – something to look at!

  2. As far as the percentages are concerned, people could check more than one option so the total equals more than 100%. It still shows which options were the most popular

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