Study: 81% Of Shoppers Have Abandoned An Online Cart

Online retailers know that intent to purchase doesn’t guarantee a sale, but the cart abandonment challenge may be bigger than anyone wants to admit. In fact, 81% of shoppers have abandoned an online shopping cart at some point, according to ContentSquare. Money issues are by far the most common reasons for abandoning an order, cited by 74% of shoppers. These include not being able to afford a purchase or finding a better deal elsewhere.

Other reasons that shoppers stop short of transacting include:

  • Too many options (8.9%)
  • Time constraints (7.95%); and
  • Poor online experience (7.3%).

Apparel is the most common category for abandoned carts: 40% of shoppers have aborted a clothing purchase. Other commonly abandoned items include:


  • Technology (18%);
  • Homeware(16%);
  • Jewelry (6%); and
  • Food (4%).

More women (41.1%) admit to abandoning a cart than men (37.5%). Shoppers between the ages of 25 and 44 are the most likely to abandon an online order, at a rate of more than 20%.

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