Abandoned cart

Definition of abandoned cart

When a customer adds items to their online shopping cart, but leaves the website before completing the purchase.

More about abandoned cart

An abandoned cart occurs when a potential customer adds products to their online shopping cart but leaves the website or app before completing the purchase. This is a common challenge for e-commerce businesses, and can lead to lost sales and increased costs.

Causes of abandoned carts:

• Complex checkout process: A lengthy or confusing checkout deters customers.
• High shipping costs: Unexpected fees can drive customers away.
• Lack of trust: Security concerns can prevent purchases.
• Insufficient product information: Unclear descriptions or missing images create confusion.
• Technical issues: Slow websites can frustrate users.
• Comparison shopping: Customers may shop around before deciding.
• Price sensitivity: High prices can discourage purchases.

Consequences of abandoned carts:

• Lost sales revenue.
• Increased marketing costs to win back customers.
• Potential negative word-of-mouth.

Strategies to reduce abandoned cart

• Implement automated email reminders for users with abandoned carts.
• Optimize the checkout process to reduce friction and encourage completion.
• Offer incentives, such as discounts or free shipping, to encourage cart conversion.

Related terms

• Conversion rate
• Retargeting abandoned cart
• Checkout abandonment
• Recovery email