Cart Abandonment Rate · Beauty/CPG (DTC Cosmetics, Personal Care)

Beauty/CPG (DTC Cosmetics, Personal Care) Cart Abandonment Rate

The 2024 percentile distribution for Cart Abandonment Rate in the beauty/cpg (dtc cosmetics, personal care) vertical, sourced from Baymard Institute 2024 + Littledata.Derived row — interpolated from the primary source plus adjacent verticals. See “Derivation notes” below.

p25
65.0%
Median
72.0%
p75
81.0%
Mean
72.0%
Direction
Lower ↓
Percentile calculator

Where does your rate sit?

p2565.0%p5072.0%p7581.0%

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Source: Baymard Institute 2024 + Littledata · 2024 · derived

Derivation notes

Beauty and CPG DTC brands skew slightly above overall ecommerce average due to higher impulse-purchase behavior creating more abandoned carts. Derived from Baymard aggregate + Littledata beauty-category breakdown.

Source

Baymard Institute 2024 + Littledata

Source data published 2024 ·

Curated by , operator of ConversionBench. Every benchmark links to its primary source.

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Cart Abandon · Ecommerce (D2C Retail)p50 70.2% · Baymard Institute 2024Cart Abandon · Travel (Booking, Hotel, Airline)p50 87.0% · Baymard Institute 2024Checkout Completion Ratep50 40.0% · Beauty/CPG (DTC Cosmetics, Personal Care)