Cart Abandonment Rate · Ecommerce (D2C Retail)

Ecommerce (D2C Retail) Cart Abandonment Rate

The 2024 percentile distribution for Cart Abandonment Rate in the ecommerce (d2c retail) vertical, sourced from Baymard Institute 2024.

p25
62.0%
Median
70.2%
p75
78.0%
Mean
70.2%
Sample
487
Direction
Lower ↓
Percentile calculator

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p2562.0%p5070.2%p7578.0%

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Source: Baymard Institute 2024 · 2024

Device breakdown

Where the source provides device-level cuts. Mobile typically lags desktop by 5-15 percentage points on most ecommerce (d2c retail) funnels.

mobile
85.0%
median
desktop
67.0%
median

Notes

Baymard's 70.19% is the gold-standard 20-year longitudinal average across 41 published studies + proprietary panel. Mobile is 5-15pts worse than desktop. Top reasons: forced account creation (35%), unexpected shipping costs (23%), trust concerns (19%).

Source

Baymard Institute 2024

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