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
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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.