What is Cart abandonment?
Cart abandonment is when a shopper adds items to an online shopping cart but leaves without completing the purchase. The cart abandonment rate, the share of started carts that never become orders, is a key measure of checkout friction in e-commerce.
Why it matters for your business
Abandoned carts represent buyers who were close to purchasing. Removing surprise costs, forced account creation and slow checkout steps can recover revenue without spending more on traffic.
A store sees many shoppers leave at the shipping step, so it shows estimated delivery costs on product pages and emails signed-in customers a reminder an hour after they leave.