The downsides of ignoring abandoned carts

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There are many different factors behind abandoned carts, including high shipping costs, a complicated or lengthy purchasing process, security concerns, or a lack of a preferred payment method.

Average cart abandonment rate
According to a survey by the Baymard Institute, which studies best practices for improving user experience on e-commerce sites, the average cart abandonment rate on e-commerce sites is 70.19%.

Based on the data we collected, we've calculated the average cart abandonment rate of 70.19%. This value is an average calculated based on 49 different studies containing statistics on e-commerce shopping cart abandonment.

Source: 49 Cart Abandonment Rate Statistics 2024 – Cart & Checkout – Baymard Institute
The average cart abandonment rate on e-commerce sites is 70.19%, which is quite high.

This high abandonment rate is considered a common challenge for e-commerce site operators, and efforts are being made to reduce it by optimizing the purchasing process, improving shipping policies, and diversifying payment options.

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If abandoned carts are allowed, ecommerce sites iceland whatsapp number database miss out on important revenue opportunities.

For example, let's say your e-commerce site has annual sales of 10 million yen.

If the cart abandonment rate is 70%, then theoretically there is a 3.3 times greater sales opportunity, or 33 million yen, that is, items added to the cart but not purchased.

When viewed in this way, the loss caused by abandoned carts can be intuitively understood as a significant loss of sales opportunity. If you can improve your cart abandonment rate, it has the potential to directly lead to increased sales.

Of course, cart abandonment is an inevitable part of user behavior on an e-commerce site, and it is not realistic to completely eliminate it.

However, by reducing cart abandonment rates, ecommerce sites can generate more sales. To do this, it is important to understand and address the main reasons for cart abandonment.

Reasons why cart abandonment occurs
A study by the Baymard Institute summarises the causes of cart abandonment as follows:

Reasons for Abandonments During Cart & Checkout
Source: 49 Cart Abandonment Rate Statistics 2024 – Cart & Checkout – Baymard Institute
The Japanese translation and comments on each item (written by the author) are as follows.