Article

Graham Charlton
Graham Charlton 23 November 2017

Cart abandonment rates rise to 78% in Q3 2017

The latest cart abandonment data from SaleCycle shows a slight rise in abandonment rates from Q2 2017.

The global cart abandonment rate for Q3 2017 is 78.4%, which is up 1.5% on the previous quarter. 

The data, which shows cart abandonment rates from 500 global brands, covers June, July and August 2017. 

As you'll see, abandonment rates vary between sectors, with fashion sites enjoying the lowest abandonment rates (around 68%) and finance sites having the highest rates (around 83%). 

There are many factors here, such as how easy sites make it to find and buy items, but also the length and complexity of the purchase process. So, an application for home insurance can take more time and effort than buying a t-shirt. 

The reasons for abandonment will also vary by sector, though our survey data provides some of the answers to this question.

For the retail sector, these were the most common reasons for abandonment:

  • 34% were ‘just looking’ i.e. not ready to buy.
  • 23% had an issue with shipping.
  • 18% wanted to compare prices.
  • 15% decided to buy in-store instead.
  • 6% abandoned due to a lack of payment options.
  • 4% experienced a technical issue.

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