The Top Reasons For Shopping Cart Abandonment Explained [Infographic]

by Russ Henneberry

Last updated on September 7th, 2018

With Black Friday literally hours away, we turn our attention to an alarming trend in eCommerce – shopping cart abandonment.

Here is the bad news… according to comScore, 67% of shopping carts are abandoned just before the purchase is made.

Here is the good news… there is a huge opportunity for increased sales, if you can bring those abandonment rates down even a few measly percentage points.

The first step is understanding the reasons for shopping cart abandonment.

With research from SeeWhy, Forrester, BizReport and others, Fifth Gear eCommerce put together an outstanding infographic on the subject of eCommerce shopping cart abandonment.

Click the graphic to enlarge.

Top Reasons For Shopping Cart Abandonment

What can you do with this information?  Are there other reasons for shopping cart abandonment not included in this infographic?



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Russ Henneberry

Russ Henneberry is the Editorial Director at Digital Marketer. He's worked on digital marketing projects for companies like CrazyEgg, and Network Solutions. You can connect with Russ on Twitter, LinkedIn, Google+ or on his blog.


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  1. David Ewing says:
    April 27, 2017 at 12:45 pm

    First, great Infographic Russ! Although it’s a few years old still VERY relevant! It’s still shocking how big the cost of shopping cart abandonment is -$18 billion

  2. November 26, 2012 at 11:53 am

    Hate to be a downer but light blue and lime green text on white is a bit tough to read even at full size. Really looks pretty but I couldn’t get far before giving up.

  3. Sharon Wildwind says:
    November 22, 2012 at 11:18 am

    I ship books. I also live in Canada, where there is no book rate for mailing, so everything has to go expresspost. This runs me $9 to $19 (on average) for every mailout. If I give free shipping, how do I make up spending that money?

    • Russ Henneberry says:
      November 22, 2012 at 11:24 am

      It doesn’t sound like free shipping is an option for you because of your circumstances Sharon.

  4. Ursa says:
    November 21, 2012 at 9:42 am

    But this is probably also correlated with the fact, that we, users, are using more and more information sources before final purchase decision (google’s zmot moment). Checking more and more different merchants and adding products into the cart, but at the end we buy at one.

    This is probably one of the main reasons, why shopping cart abandonment increases, eventhough our sites are more and more optimized.

    • Russ Henneberry says:
      November 21, 2012 at 10:07 am

      Great point Ursa — thanks for adding your thoughts!

  5. November 21, 2012 at 9:07 am

    I can’t zoom in, guys… Can you make it clickable?

    • Russ Henneberry says:
      November 21, 2012 at 10:22 am

      Thanks for the heads up Matt — looks like it was having trouble zooming in Chrome. Should be fixed now. Thanks again for taking the time to let me know!

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