Abandoned carts: Important stats to help you sell smarter in 2025
Cart abandonment continues to be a major challenge, with nearly 69% of shoppers leaving without completing their purchase. As consumer expectations for seamless experiences rise in 2025, businesses must optimize checkout, personalization, and communication. This post explores key stats, reasons behind cart abandonment, and strategies to recover lost sales.
How to Reduce Shopping Cart Abandonment in 2025
E-commerce has evolved tremendously over the past decade. Online retailers are getting creative, leveraging advanced analytics, personalized email and SMS marketing, and engaging campaigns to captivate potential customers. However, one persistent challenge continues to be a major issue for businesses of all sizes: abandoned carts. For example: A shopper invests time browsing, adds items to their cart, but then leaves the site without completing the purchase. The reasons behind this behavior are varied, ranging from unexpected costs to concerns about the product itself.
As we move into 2025, this issue remains as relevant as ever. Why? Because despite the convenience of online shopping, consumers have higher expectations for seamless experiences. They expect transparent pricing, simple checkout procedures, and personalized communication that speaks directly to their needs. A single hitch in this process can quickly lead to cart abandonment and lost revenue.
In this blog, we will explore the critical facts and figures that shed light on why carts get abandoned and what factors drive this phenomenon. We’ll also discuss proven strategies to reduce cart abandonment in e-commerce.
The rise of online shopping and shifting consumer expectations
Over the past few years, more and more people have opted for the convenience of online shopping. According to a study by Statista, global e-commerce sales were projected to exceed $4.1 trillion in 2024, with expectations of continued growth in the coming years. This statistic highlights the ever-growing reliance on digital platforms to meet consumer needs. This surge in e-commerce activity has, in many ways, heightened shoppers' expectations. Today’s consumers demand quick, user-friendly experiences where products are easy to find, checkout is seamless, and support is readily available.
Evolving consumer behavior
Gone are the days when online shoppers were seen as a small niche. Now, your target audience includes both people who grew up with technology and those who started shopping online more recently. As of 2024, internet sales accounted for nearly 27% of all retail sales, compared to just over 18% five years ago. Because of their experiences with online platforms, they have high expectations for how a website should work. If a store's layout is confusing or hard to use, shoppers will just move on to another site that’s easier to navigate.
The convenience factor
Convenience is a major factor in online shopping. While e-commerce is available 24/7 and can be accessed anywhere, customers now expect faster and smoother experiences. If it takes too many steps to buy something, or if hidden shipping costs pop up unexpectedly, customers can get frustrated and abandon their purchase. Interestingly, as convenience increases, so does the chance of impulse buying. Shoppers might add several items to their cart just to see the total cost. This can lead to higher cart abandonment rates, making it important for businesses to be clear and consistent at every step of the process.
Personalization
Along with convenience, shoppers also want personalization. Many expect product recommendations based on browsing history, messages matching their preferences, and personalized offers. When these personalized touches are missing, the shopping experience can feel less engaging. As a result, potential customers might feel like your store isn’t meeting their specific needs or desires—and that can quickly lead to abandoned carts.
What percentage of carts are abandoned
On average, users abandon around 69% of online shopping carts. A recent study by the Baymard Institute and Statista reveals that this abandonment rate can range from 50% to 88%, depending on factors like industry or region.
Understanding the core reasons behind abandoned carts
It’s easy to think that cart abandonment is just about high costs or not having free shipping. While these are factors, the decision to abandon a cart is often influenced by other elements that affect both the emotional and rational decision-making of customers.
Unexpected costs at checkout
One of the main reasons shoppers abandon their carts is the surprise of unexpected costs. Baymard Institute research shows that about 48% of shoppers abandon carts due to hidden costs, including shipping, taxes, and other fees. This statistic highlights how critical it is to maintain transparency around pricing. For many shoppers, a sudden price spike at checkout can create doubt about whether they’re getting a fair deal.
Complex checkout process
A complicated checkout process is another major reason shoppers abandon their carts. If there are too many form fields, a confusing layout, or no guest checkout option, customers may give up. Baymard Institute data shows about 22% of shoppers abandon their purchase because the process takes too long. The modern consumer wants simple, user-friendly steps that make it easy to complete their transaction in seconds, not minutes.
Lack of trust and security
Data security remains a top priority for online shoppers. If your checkout page doesn’t look secure—maybe due to a missing SSL certificate or an unprofessional layout—it can disrupt customer confidence. Since customers must enter sensitive details like credit card information, and if they sense any risk, they’ll choose to shop elsewhere. The aforementioned Baymard Institute research shows about 25% of shoppers abandon carts as they don't trust the site with their credit card information
Beyond payment security, the trust factor also matters. Shoppers also look for reliable return policies, contact information, and transparent product descriptions to reassure them they’re making the right choice. Many shoppers abandon their online purchases due to dissatisfaction with the return policies offered by e-commerce businesses.
Limited payment options
Not everyone uses the same payment method. Some prefer digital wallets like PayPal or Apple Pay, while others rely on traditional credit cards. Limiting payment options can exclude customers who are unable or unwilling to complete a purchase with the available methods, often resulting in an abrupt checkout abandonment. As a result, many shoppers fail to complete their online purchases because there aren’t enough payment options available.
Slow loading times
While it might seem inconsequential, slow site performance can drive shoppers away. In an era when pages are expected to load almost instantly, any lag can frustrate the user. Studies show that 40% of online users leave a website if it takes more than three seconds to load. While pages that load within one to two seconds have an average bounce rate of 9%, those that take five seconds see a significant increase, with a 38% bounce rate. Although not all bounces directly result in cart abandonment, a sluggish website negatively impacts the overall user experience.
Average shopping cart abandonment rate by device
Mobile users often exhibit higher cart abandonment rates than their desktop counterparts. Statista suggests that the abandonment rate on mobile devices can be as high as 85%. The reasons could be smaller screens, on-the-go shopping, or suboptimal mobile design.
Proven strategies to reduce cart abandonment
Transparency from the start
- Show total costs early: When users know the final price (including shipping) upfront, there’s less chance they’ll be surprised at checkout.
- Free shipping thresholds: State, for example, “Free shipping on orders over $50.” This encourages users to reach that threshold while preventing them from encountering unexpected shipping fees.
Simplify the checkout process
- Guest checkout: Allowing guest checkout can significantly reduce cart abandonment compared to requiring account creation. This approach offers a smoother, faster process, encouraging more customers to complete their purchases.
- One-page checkout: Eliminate multi-step processes where possible. Summaries, shipping details, and payment fields can often fit on a single page.
- Multiple payment options: Accept credit/debit cards, PayPal, Apple Pay, Google Pay, BNPL, and any other method that’s popular with your audience.
Leverage trust and security signals
- SSL certificate: Ensure your domain is secured with HTTPS, so shoppers see the padlock icon.
- Security badges: Display recognized trust badges (e.g., Norton Secured, McAfee) at critical checkout points.
- Transparent return policies: Most shoppers want to see an easy, no-hassle return policy before committing.
Optimize for mobile
- Responsive & fast: The target page loads in under three seconds. Tools like Google PageSpeed Insights can help identify performance bottlenecks.
- Thumb-friendly layouts: Larger buttons, auto-filling address forms, and minimal text input can work wonders.
- Digital wallet integration: Mobile checkout is dramatically faster when using Apple Pay, Google Pay, or PayPal One Touch.
Retargeting and recovery tactics
- Abandoned cart emails: Remarketing campaigns can recover lost sales. Timing matters: the first email is most effective within an hour of abandonment.
- Retargeting ads: Use Facebook Pixel, Google Display Network, or other ad platforms to recapture shoppers attention by showing them the items they left behind.
- Exit-Intent popups: Detect when a user is about to leave (e.g., mouse moves to the browser tab or close button) and deliver an on-screen message or discount offer.
A/B testing and analytics
- Identify drop-off points: use tools like Google Analytics, hotjar, or Fullstory to see where users abandon the process.
- Test layout & messaging: Small changes to color schemes, button text, or form fields can have big impacts on conversion.
- Segment your audiences: Not all abandoners are alike. Tailoring strategies for new customers vs. returning customers can yield higher conversions.
Using automation to recover lost sales
An abandoned cart doesn’t always spell the end of a potential sale. Automated recovery campaigns, particularly those powered by email or SMS, can be highly effective. Businesses that aim to reduce cart abandonment in e-commerce often rely on targeted messages that remind shoppers of the products they left behind. Beyond just a reminder, these messages can include testimonials, trust signals, or discount codes to sweeten the deal.
Personalized follow-ups
A generic follow-up email might do the trick occasionally, but personalized messages tend to convert at higher rates. This might involve addressing the customer by name, highlighting relevant product recommendations based on their browsing history, or offering an exclusive deal that resonates with their shopping preferences. Automated cart abandonment emails have high open and click-through rates, so it’s worth investing in them.
Timing and frequency
Sending a recovery email immediately after a cart is abandoned can be helpful, but it’s also beneficial to space out subsequent reminders over a short period—perhaps 24 to 48 hours later. This balanced approach ensures you’re staying top-of-mind without overwhelming the potential customer. Similarly, well-timed sms messages can give a gentle reminder without intruding too heavily.
Additional considerations and future trends
As technology evolves, so do the solutions for cart abandonment. Let’s delve into a few emerging aspects that could further assist your efforts to reduce cart abandonment rate and improve customer loyalty.
Social commerce
Platforms like Instagram and Pinterest are making it easier to shop directly from their apps. Customers can browse products and checkout without leaving the app. However, if the transition from the app to your website isn’t smooth, it can create friction. Ensuring these paths are optimized can make a significant impact on your conversion rates.
Voice commerce
Voice shopping is growing, with more people using voice assistants to place orders. These shoppers expect fast and accurate responses. Optimizing for voice search and ensuring your product data is well-structured can help in capturing these sales.
Virtual reality and augmented reality
Some brands are exploring AR and VR features that allow shoppers to “try” a product virtually before committing. While this technology is still evolving, its potential to reduce uncertainty (and hence cart abandonment) is noteworthy. As these tools become more affordable and widely adopted, early adopters may see an advantage in retaining more engaged customers.
Common misconceptions about cart abandonment
It means a sale is lost forever: Many customers abandon carts as part of a normal research process. If you strategically follow up (email marketing, retargeting), you can still convert them.
Only discounts work: While discounts are effective, you can also use free shipping, loyalty points, or well-timed reminders to win back buyers.
If the checkout is fixed, we’re done: Consumer expectations are always shifting. Continuous A/B testing using platforms like Klaviyo and iterative improvements are mandatory to keep your abandonment rates down.
Large retailers don’t have this problem: Even big players with advanced resources contend with high abandonment rates. The advantage they have is the capacity to experiment and optimize regularly.
Concluding thoughts
Abandoned carts are a major challenge in e-commerce. Even with the convenience of online shopping, many customers hesitate at checkout. Reasons like surprise costs, complicated forms, or security concerns often cause them to abandon their carts. However, strategies like improving the checkout process and setting up automated reminders can help reduce cart abandonment.
While it’s vital to capture new sales, it’s equally important to reclaim lost opportunities. That’s where SMS marketing companies like Growth Gurus come into play. By harnessing marketing automation, data-driven personalization, and strategic timing, our team helps brands craft meaningful conversations with their customers. These communications can transform a moment of hesitation into a completed purchase, all while nurturing a sense of loyalty that encourages shoppers to return.
When you’re ready to reduce shopping cart abandonment and build a stronger online revenue stream, our solutions can help. We bring a deep understanding of consumer behavior, cutting-edge marketing tools, and proven tactics that speak directly to your audience’s needs. With Growth Gurus, you can develop a robust e-commerce presence that not only minimizes cart abandonment but also fosters a long-term relationship with your customers.
.jpg)
.jpg)
.png)
How to Reduce Shopping Cart Abandonment in 2025
E-commerce has evolved tremendously over the past decade. Online retailers are getting creative, leveraging advanced analytics, personalized email and SMS marketing, and engaging campaigns to captivate potential customers. However, one persistent challenge continues to be a major issue for businesses of all sizes: abandoned carts. For example: A shopper invests time browsing, adds items to their cart, but then leaves the site without completing the purchase. The reasons behind this behavior are varied, ranging from unexpected costs to concerns about the product itself.
As we move into 2025, this issue remains as relevant as ever. Why? Because despite the convenience of online shopping, consumers have higher expectations for seamless experiences. They expect transparent pricing, simple checkout procedures, and personalized communication that speaks directly to their needs. A single hitch in this process can quickly lead to cart abandonment and lost revenue.
In this blog, we will explore the critical facts and figures that shed light on why carts get abandoned and what factors drive this phenomenon. We’ll also discuss proven strategies to reduce cart abandonment in e-commerce.
The rise of online shopping and shifting consumer expectations
Over the past few years, more and more people have opted for the convenience of online shopping. According to a study by Statista, global e-commerce sales were projected to exceed $4.1 trillion in 2024, with expectations of continued growth in the coming years. This statistic highlights the ever-growing reliance on digital platforms to meet consumer needs. This surge in e-commerce activity has, in many ways, heightened shoppers' expectations. Today’s consumers demand quick, user-friendly experiences where products are easy to find, checkout is seamless, and support is readily available.
Evolving consumer behavior
Gone are the days when online shoppers were seen as a small niche. Now, your target audience includes both people who grew up with technology and those who started shopping online more recently. As of 2024, internet sales accounted for nearly 27% of all retail sales, compared to just over 18% five years ago. Because of their experiences with online platforms, they have high expectations for how a website should work. If a store's layout is confusing or hard to use, shoppers will just move on to another site that’s easier to navigate.
The convenience factor
Convenience is a major factor in online shopping. While e-commerce is available 24/7 and can be accessed anywhere, customers now expect faster and smoother experiences. If it takes too many steps to buy something, or if hidden shipping costs pop up unexpectedly, customers can get frustrated and abandon their purchase. Interestingly, as convenience increases, so does the chance of impulse buying. Shoppers might add several items to their cart just to see the total cost. This can lead to higher cart abandonment rates, making it important for businesses to be clear and consistent at every step of the process.
Personalization
Along with convenience, shoppers also want personalization. Many expect product recommendations based on browsing history, messages matching their preferences, and personalized offers. When these personalized touches are missing, the shopping experience can feel less engaging. As a result, potential customers might feel like your store isn’t meeting their specific needs or desires—and that can quickly lead to abandoned carts.
What percentage of carts are abandoned
On average, users abandon around 69% of online shopping carts. A recent study by the Baymard Institute and Statista reveals that this abandonment rate can range from 50% to 88%, depending on factors like industry or region.
Understanding the core reasons behind abandoned carts
It’s easy to think that cart abandonment is just about high costs or not having free shipping. While these are factors, the decision to abandon a cart is often influenced by other elements that affect both the emotional and rational decision-making of customers.
Unexpected costs at checkout
One of the main reasons shoppers abandon their carts is the surprise of unexpected costs. Baymard Institute research shows that about 48% of shoppers abandon carts due to hidden costs, including shipping, taxes, and other fees. This statistic highlights how critical it is to maintain transparency around pricing. For many shoppers, a sudden price spike at checkout can create doubt about whether they’re getting a fair deal.
Complex checkout process
A complicated checkout process is another major reason shoppers abandon their carts. If there are too many form fields, a confusing layout, or no guest checkout option, customers may give up. Baymard Institute data shows about 22% of shoppers abandon their purchase because the process takes too long. The modern consumer wants simple, user-friendly steps that make it easy to complete their transaction in seconds, not minutes.
Lack of trust and security
Data security remains a top priority for online shoppers. If your checkout page doesn’t look secure—maybe due to a missing SSL certificate or an unprofessional layout—it can disrupt customer confidence. Since customers must enter sensitive details like credit card information, and if they sense any risk, they’ll choose to shop elsewhere. The aforementioned Baymard Institute research shows about 25% of shoppers abandon carts as they don't trust the site with their credit card information
Beyond payment security, the trust factor also matters. Shoppers also look for reliable return policies, contact information, and transparent product descriptions to reassure them they’re making the right choice. Many shoppers abandon their online purchases due to dissatisfaction with the return policies offered by e-commerce businesses.
Limited payment options
Not everyone uses the same payment method. Some prefer digital wallets like PayPal or Apple Pay, while others rely on traditional credit cards. Limiting payment options can exclude customers who are unable or unwilling to complete a purchase with the available methods, often resulting in an abrupt checkout abandonment. As a result, many shoppers fail to complete their online purchases because there aren’t enough payment options available.
Slow loading times
While it might seem inconsequential, slow site performance can drive shoppers away. In an era when pages are expected to load almost instantly, any lag can frustrate the user. Studies show that 40% of online users leave a website if it takes more than three seconds to load. While pages that load within one to two seconds have an average bounce rate of 9%, those that take five seconds see a significant increase, with a 38% bounce rate. Although not all bounces directly result in cart abandonment, a sluggish website negatively impacts the overall user experience.
Average shopping cart abandonment rate by device
Mobile users often exhibit higher cart abandonment rates than their desktop counterparts. Statista suggests that the abandonment rate on mobile devices can be as high as 85%. The reasons could be smaller screens, on-the-go shopping, or suboptimal mobile design.
Proven strategies to reduce cart abandonment
Transparency from the start
- Show total costs early: When users know the final price (including shipping) upfront, there’s less chance they’ll be surprised at checkout.
- Free shipping thresholds: State, for example, “Free shipping on orders over $50.” This encourages users to reach that threshold while preventing them from encountering unexpected shipping fees.
Simplify the checkout process
- Guest checkout: Allowing guest checkout can significantly reduce cart abandonment compared to requiring account creation. This approach offers a smoother, faster process, encouraging more customers to complete their purchases.
- One-page checkout: Eliminate multi-step processes where possible. Summaries, shipping details, and payment fields can often fit on a single page.
- Multiple payment options: Accept credit/debit cards, PayPal, Apple Pay, Google Pay, BNPL, and any other method that’s popular with your audience.
Leverage trust and security signals
- SSL certificate: Ensure your domain is secured with HTTPS, so shoppers see the padlock icon.
- Security badges: Display recognized trust badges (e.g., Norton Secured, McAfee) at critical checkout points.
- Transparent return policies: Most shoppers want to see an easy, no-hassle return policy before committing.
Optimize for mobile
- Responsive & fast: The target page loads in under three seconds. Tools like Google PageSpeed Insights can help identify performance bottlenecks.
- Thumb-friendly layouts: Larger buttons, auto-filling address forms, and minimal text input can work wonders.
- Digital wallet integration: Mobile checkout is dramatically faster when using Apple Pay, Google Pay, or PayPal One Touch.
Retargeting and recovery tactics
- Abandoned cart emails: Remarketing campaigns can recover lost sales. Timing matters: the first email is most effective within an hour of abandonment.
- Retargeting ads: Use Facebook Pixel, Google Display Network, or other ad platforms to recapture shoppers attention by showing them the items they left behind.
- Exit-Intent popups: Detect when a user is about to leave (e.g., mouse moves to the browser tab or close button) and deliver an on-screen message or discount offer.
A/B testing and analytics
- Identify drop-off points: use tools like Google Analytics, hotjar, or Fullstory to see where users abandon the process.
- Test layout & messaging: Small changes to color schemes, button text, or form fields can have big impacts on conversion.
- Segment your audiences: Not all abandoners are alike. Tailoring strategies for new customers vs. returning customers can yield higher conversions.
Using automation to recover lost sales
An abandoned cart doesn’t always spell the end of a potential sale. Automated recovery campaigns, particularly those powered by email or SMS, can be highly effective. Businesses that aim to reduce cart abandonment in e-commerce often rely on targeted messages that remind shoppers of the products they left behind. Beyond just a reminder, these messages can include testimonials, trust signals, or discount codes to sweeten the deal.
Personalized follow-ups
A generic follow-up email might do the trick occasionally, but personalized messages tend to convert at higher rates. This might involve addressing the customer by name, highlighting relevant product recommendations based on their browsing history, or offering an exclusive deal that resonates with their shopping preferences. Automated cart abandonment emails have high open and click-through rates, so it’s worth investing in them.
Timing and frequency
Sending a recovery email immediately after a cart is abandoned can be helpful, but it’s also beneficial to space out subsequent reminders over a short period—perhaps 24 to 48 hours later. This balanced approach ensures you’re staying top-of-mind without overwhelming the potential customer. Similarly, well-timed sms messages can give a gentle reminder without intruding too heavily.
Additional considerations and future trends
As technology evolves, so do the solutions for cart abandonment. Let’s delve into a few emerging aspects that could further assist your efforts to reduce cart abandonment rate and improve customer loyalty.
Social commerce
Platforms like Instagram and Pinterest are making it easier to shop directly from their apps. Customers can browse products and checkout without leaving the app. However, if the transition from the app to your website isn’t smooth, it can create friction. Ensuring these paths are optimized can make a significant impact on your conversion rates.
Voice commerce
Voice shopping is growing, with more people using voice assistants to place orders. These shoppers expect fast and accurate responses. Optimizing for voice search and ensuring your product data is well-structured can help in capturing these sales.
Virtual reality and augmented reality
Some brands are exploring AR and VR features that allow shoppers to “try” a product virtually before committing. While this technology is still evolving, its potential to reduce uncertainty (and hence cart abandonment) is noteworthy. As these tools become more affordable and widely adopted, early adopters may see an advantage in retaining more engaged customers.
Common misconceptions about cart abandonment
It means a sale is lost forever: Many customers abandon carts as part of a normal research process. If you strategically follow up (email marketing, retargeting), you can still convert them.
Only discounts work: While discounts are effective, you can also use free shipping, loyalty points, or well-timed reminders to win back buyers.
If the checkout is fixed, we’re done: Consumer expectations are always shifting. Continuous A/B testing using platforms like Klaviyo and iterative improvements are mandatory to keep your abandonment rates down.
Large retailers don’t have this problem: Even big players with advanced resources contend with high abandonment rates. The advantage they have is the capacity to experiment and optimize regularly.
Concluding thoughts
Abandoned carts are a major challenge in e-commerce. Even with the convenience of online shopping, many customers hesitate at checkout. Reasons like surprise costs, complicated forms, or security concerns often cause them to abandon their carts. However, strategies like improving the checkout process and setting up automated reminders can help reduce cart abandonment.
While it’s vital to capture new sales, it’s equally important to reclaim lost opportunities. That’s where SMS marketing companies like Growth Gurus come into play. By harnessing marketing automation, data-driven personalization, and strategic timing, our team helps brands craft meaningful conversations with their customers. These communications can transform a moment of hesitation into a completed purchase, all while nurturing a sense of loyalty that encourages shoppers to return.
When you’re ready to reduce shopping cart abandonment and build a stronger online revenue stream, our solutions can help. We bring a deep understanding of consumer behavior, cutting-edge marketing tools, and proven tactics that speak directly to your audience’s needs. With Growth Gurus, you can develop a robust e-commerce presence that not only minimizes cart abandonment but also fosters a long-term relationship with your customers.
More articles
Ready to grow your business?
If you want your business to experience more sales and faster growth, all you need to do is book a meeting with us today.
