Metrics · Purchase / Paid Conversion
Cart Abandonment Rate
Percentage of shoppers who add items to cart but leave without purchasing. Baymard Institute's 20-year longitudinal study (487 sites) puts the global average at 70.19% as of 2024. Mobile is worse: ~85%. The single most-benchmarked metric in ecommerce CRO because a 1% cart-recovery improvement on a $1M GMV store is $10k/year.
How to calculate it
(1 - (completed_purchases / cart_initiations)) × 100Lower is better (inverse). Baymard's 70.19% average is the gold standard citation — it includes forced account creation, unexpected shipping costs, and trust concerns as top reasons. Mobile abandonment is 5-15pts higher than desktop.
Per-industry distribution (3)
Each row shows the cited p25 / p50 / p75 for Cart Abandonment Rate in that industry. Click an industry to open the full benchmark page.
Swipe horizontally to see the study name and source details.
| Industry | p25 | p50 | p75 | Study / source |
|---|---|---|---|---|
| Ecommerce (D2C Retail)Reported | 62.0% | 70.2% | 78.0% | Baymard Institute 2024 |
| Beauty/CPG (DTC Cosmetics, Personal Care)Derived | 65.0% | 72.0% | 81.0% | Baymard Institute 2024 + Littledata |
| Travel (Booking, Hotel, Airline)Derived | 76.0% | 87.0% | 92.0% | Baymard Institute 2024 |
Primary source
Cart Abandonment Rate — 487 Websites Longitudinal Study (2024) · Baymard Institute · 2024
Longitudinal multi-year analysis of 487 websites tracked continuously. Aggregates 41 different published cart-abandonment rate studies plus proprietary ongoing panel data. Reports global average plus device breakdown (mobile vs desktop) plus reason-for-abandonment taxonomy from 4,400+ US consumer interviews.