In ecommerce, there has been a widely spread concept known as Cart abandonment. The more increase the cart abandonment is, the more decrease your shop revenue will be. According to Baymard Institute, Cart Abandonment rate is approximately 68%. The cause of cart abandonment is varied and diversified.

Why Cart Abandonment Rate is such high?

Now in all fairness to the e-commerce industry, a large portion of cart abandonments are simply a natural consequence of how users browse e-commerce sites. Which means, your websites is not comfortable for your users. Could it be the window popping, the price comparison or the On-hold list. These are largely unavoidable cart and checkout abandonments.

In fact, our latest quantitative study of reasons for abandonment found that 58.6% of US online shoppers have abandoned a cart within the last 3 months because “I was just browsing / not ready to buy”. And the buying flow is stopped, but the website's user experience is so bad to help customers keep their buying flows. Most of these will abandon even before they initiate the checkout flow. However, if we segment out this “just browsing” segment, and instead look at the remaining reasons for abandonments we get the following distribution:


Unlike the “just browsing” segment, a lot of these issues can be resolved. In fact, many of them can be fixed purely through design changes. Let’s take a look at just 1 of 134 examples in new checkout study: 27% of US online shoppers have abandoned an order in the past quarter solely due to a “too long / complicated checkout process”.

How much does shop owners lose?

If we focus only on checkout usability issues which we – during the past 7 years of large-scale checkout testing at Baymard Institute – have documented to be solvable, the average large-sized e-commerce site can gain a 35.26% increase in conversion rate though better checkout design. And that is despite testing the checkout flows of large e-commerce sites in the US and EU, such as Walmart, Amazon, Wayfair, Crate & Barrel, ASOS, etc.

So at the massive sale of $738 billion in the US and EU, 35.26% is worth $260 billion. Yes, $260 billion worth of lost orders which are recoverable solely through a better checkout flow & design.

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