Cart Abandonment
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Cart abandonment rate calculates the rate at which potential customers add items to their shopping cart, but then leave the online store (either website or application) without completing the purchase.

We hate to see it, but it is a significant—and not uncommon—challenge for online retailers. This behavior is pervasive and can undercut sales for any business.

Here’s everything you need to know about cart abandonment rate and how you can lower it for your store.

Cart Abandonment Rate Formula 

The most commonly cited formula is:

Cart Abandonment Rate (%) =  (1 - (Total Orders / Add to Cart Events)) * 100

Alternative formulations exist using direct ratios of abandoned carts to total carts, deriving it from the cart conversion rate, or using session data, though we won’t be covering those variations here.

Note: It is important to distinguish CAR from the Checkout Abandonment Rate, which specifically measures drop-offs after checkout initiation using the formula: 

Checkout Abandonment Rate (%) = [ 1 - (Number of Completed Orders / Number of Checkouts Initiated) ] * 100.

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As usual, the accuracy of any calculated rate depends heavily on the correct configuration of the data analytics platform you use for your store. So while you're using our calculator, make sure to double check the numbers you put in as well! 
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How To Calculate Cart Abandonment Rate

Calculating the cart abandonment rate involves defining a specific timeframe for analysis. Necessary data points include total completed purchases and total add to cart events from your ecommerce or analytics platform.

For instance, if an online store recorded 45 completed purchases from 200 created shopping carts over the past 30 days, the calculation would be [1 - (45 / 200)] * 100 = 77.5%.

This means the brand has had a 77.5% cart abandonment over the past 30 days.

Feel free to use the calculator above to get your cart abandonment rate and the most up-to-date industry comparisons on how your landing page or product page performs against the industry average.

Analyzing the resulting rate according to time period and industry average comparisons is helpful for getting more context on your numbers.

In addition, segmenting the data by device, traffic source, user type is key to understanding any trends and pinpointing specific areas in your customer journey that may be contributing to cart abandonment.

For example, if a brand identifies that the cart abandonment rate for a certain landing page increased after they started running social media advertisements to that page for 3 weeks, then they might conclude that there is a mismatch between the traffic attracted by the advertisement and its corresponding landing page.

The attracted audience might not match the brand’s target audience, they might not resonate with the content on the brand’s landing page, or they may have lower buyer intent in general.
 

Average Cart Abandonment Rate 

According to Dynamic Yield By Mastercard, in March 2025 the shopping cart abandonment rate from Luxury & Jewelry was the highest, at 79.56%, though this was after a 3% improvement from February.

In general, Luxury & Jewelry has seen the highest shopping cart abandonment rates over the past 12 months, with an average of 81.01%.

Other common industries such as food and beverage, consumer goods, and beauty and personal care had shopping cart abandonment rates of 63.63%, 58.69%, and 78.66% respectively in March 2025.

Meanwhile, Pet Care & Veterinary Services have seen the lowest cart abandonment rates over the past 12 months, at 53.84%.

Over the past 12 months, the average shopping cart abandonment rate globally across all industries is 75.19%.

Between countries, APAC has witnessed the most abandoned carts overall (81.01%), followed by EMEA (76.96%), and then Americas (71.64%).

The type of device used matters as well—mobile has been responsible for 77.82% of shopping cart abandonment, with tablet representing 69.51%, and 68.05% from desktop.

In most cases, desktop seems to be the source for shoppers with higher purchaser intent. 
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How To Reduce Cart Abandonment Rate

A lot of reducing cart abandonment rate comes down to removing key points of friction in the shopping and checkout process.

These problem areas can include: unexpected extra costs at the end of checkout (shipping, taxes), mandatory account creation, long or complex checkout processes, website performance issues, and slow delivery speeds.

Here’s some general strategies and best practices you should follow to optimize your checkout flow:

First, you want to make sure your checkflow is as streamlined as possible—this means simplifying the steps customers have to take, offering guest checkout, optimizing the entire process for mobile, and using progress indicators to keep shoppers motivated.

In addition, you will want to be very transparent on costs by displaying all prices and fees upfront. Cost transparency—in addition to using security badges and offering very clear return policies—are key for building buyer trust.

You will also want to offer free shipping options as an incentive for purchases.

Make your shopping flow as convenient as possible. This means flexible payment and shipping options, and improving your website speed and reliability.

Finally, implementing recovery strategies like exit-intent pop-ups to offer last minute deals or discounts, or sending abandoned cart emails and text messages to follow-up are great ways to re-engage shoppers to complete their purchases.

The best way to definitively measure which tactics work best for improving your cart abandonment rates is to A/B test different versions of your pages—making sure to experiment with on-page elements one at a time.

With Replo A/B Testing and Analytics, you’ll get to see the results of your experiments right where you edit or build your landing pages.

Plus, Replo Insights gives you actionable recommendations on a weekly basis for how you can further optimize your pages—covering metrics such as conversion rate, AOV, and more.

Check out our Ecommerce Toolbox for more free ecommerce and marketing resources, including calculators and industry benchmarking tools for key business metrics, Shopify theme detectors, and Schema markup generators!