Cart abandonment rate

Cart abandonment rate, also known as checkout abandonment rate, is a metric that measures the percentage of online shoppers who add items to their shopping cart but then leave the website without completing the purchase. Online businesses encounter abandoned carts regularly. There are always customers who view products, like them, and add them to their shopping carts – only to give up without completing the transaction for various reasons.

This common behavior only becomes a cause for concern when the shopping cart abandonment rate exceeds a certain value or keeps increasing. In such cases, the metric becomes an indication of underlying problems that an eCommerce business may want to resolve. As the cart abandonment rate increases, the loss of sales revenue for eCommerce businesses also increases, which is why it is an important KPI to track.