Standard Retail

The percentage of online shoppers who add items to their shopping cart but do not complete the purchase.

Cart abandonment is a major concern for online store owners. It refers to the phenomenon where a customer adds products to their shopping cart but fails to complete the purchase. This can be frustrating for merchants as it translates into lost sales and revenue. Understanding the cart abandonment rate and implementing strategies to reduce it is crucial for the success of any ecommerce business. In this article, we will delve deeper into cart abandonment and discuss how it applies to ecommerce. We will also provide tips on how to implement measures to reduce it in a Shopify store.

How does cart abandonment apply to ecommerce?

Cart abandonment is a common issue faced by ecommerce businesses across various industries. It’s estimated that the average cart abandonment rate is around 70%. This means that for every ten customers who add items to their cart, only three end up completing the purchase. Such a high abandonment rate can have detrimental effects on the success and profitability of online stores.

Ecommerce relies heavily on the digital shopping experience. While it offers convenience and a wide range of products, it also lacks the tangible element that physical stores have. Customers cannot physically touch or try on products before purchasing them. This, coupled with other factors such as complicated checkout processes, unexpected costs, concerns about security, and indecisiveness, contribute to cart abandonment.

Implementing strategies to reduce cart abandonment in a Shopify store:

1. Simplify the Checkout Process:

  • One of the main reasons for cart abandonment is a complex or lengthy checkout process.
  • Customers prefer a quick and hassle-free checkout experience.
  • Reduce the number of steps required to complete the purchase, offer guest checkout options, and enable one-click purchasing.
  • Streamlining the process increases the likelihood of customers completing their purchase.

2. Display Shipping Costs Upfront:

  • Unexpected shipping costs are a major cause of cart abandonment.
  • Studies have shown that high shipping costs and hidden fees often lead customers to abandon their carts.
  • By displaying shipping costs upfront or offering free shipping on certain order thresholds, you can reduce the chances of customers abandoning their carts.

3. Offer Multiple Payment Options:

  • Not all customers prefer the same payment method.
  • By offering a variety of payment options such as credit cards, PayPal, Apple Pay, or Google Pay, you cater to a wider audience and reduce the likelihood of customers abandoning their carts due to payment restrictions.

4. Optimize Website Speed:

  • A slow-loading website can frustrate customers and lead them to abandon their carts.
  • Optimize your website’s speed by minimizing image sizes, leveraging browser caching, and using content delivery networks (CDNs).
  • A fast and responsive website improves the overall shopping experience and encourages customers to complete their purchases.

5. Provide Clear Return and Refund Policies:

  • Customers value transparency and reassurance when making online purchases.
  • Clearly display your return and refund policies to instill trust and confidence in your customers.
  • This way, they will feel more comfortable making a purchase, knowing they can easily return or exchange the product if needed.

6. Personalize the Shopping Experience:

  • Personalization is key to reducing cart abandonment.
  • Utilize customer data and purchasing history to offer personalized product recommendations or tailored offers.
  • By showing customers relevant products based on their preferences and previous purchases, you can increase the chances of them completing their purchase.

Why is reducing cart abandonment important for Shopify stores?

Reducing cart abandonment is crucial for the success of Shopify stores for several reasons:

Increased Sales and Revenue:

  • Every customer who abandons their cart represents a lost opportunity for a sale.
  • By implementing strategies to reducart abandonment, you can recover those potential sales and increase overall revenue.

Improved Customer Loyalty:

  • A smooth and streamlined shopping experience creates a positive impression on customers.
  • By reducing cart abandonment, you show your commitment to customer satisfaction, leading to increased loyalty and repeat purchases.

Enhanced Conversion Rates:

  • Reducing cart abandonment directly impacts your conversion rates.
  • When more customers complete their purchases, your conversion rate improves.
  • This is important because a higher conversion rate means you are effectively turning visitors into paying customers.

Competitive Advantage:

  • With the online marketplace becoming increasingly saturated, reducing cart abandonment gives you a competitive advantage.
  • By offering a seamless and hassle-free shopping experience, customers are more likely to choose your store over competitors.


Why do customers abandon their carts in the first place?

  • Customers abandon their carts for various reasons, including high shipping costs, unexpected fees, complicated checkout processes, security concerns, lack of trust, indecisiveness, or finding a better deal elsewhere.

How can I track and measure my cart abandonment rate?

  • Tracking cart abandonment requires analytics tools like Google Analytics.
  • By setting up ecommerce tracking, you can analyze the number of users who abandon their carts and identify potential areas for improvement.

Is there an ideal cart abandonment rate?

  • There isn’t a fixed ideal cart abandonment rate as it can vary depending on the industry and other factors.
  • However, it’s crucial to continuously monitor and strive to reduce your cart abandonment rate.

Can remarketing be effective in reducing cart abandonment?

  • Yes, remarketing can be an effective strategy to recover abandoned carts.
  • By retargeting customers through email marketing or personalized ads, you can remind them of the items they left behind and encourage them to complete their purchase.

How can I incentivize customers to complete their purchase?

  • Offering incentives such as discounts, free shipping, or limited-time promotions can motivate customers to complete their purchase.
  • Create a sense of urgency and highlight the benefits of making a purchase.

** Are there any tools or plugins available to help reduce cart abandonment in Shopify?**

  • Yes, there are several tools and plugins available in the Shopify App Store that can help reduce cart abandonment.
  • These include abandoned cart recovery apps, exit-intent pop-ups, and personalized recommendations plugins.


Cart abandonment is a critical issue for ecommerce businesses, and reducing it is essential for the success and profitability of an online store. By understanding the reasons behind cart abandonment and implementing effective strategies, Shopify store owners can increase sales, improve customer loyalty, and gain a competitive edge in the market. Constant monitoring, testing, and optimizing the checkout process will ultimately lead to a lower cart abandonment rate and higher conversion rates.

Turn Your Shopify Retail Analytics Into Revenue Generation

Standard Retail is an AI-powered retail analytics platform that gives merchants a full overview of the health of their stores.

We help answer questions about your store and leverage the latest AI tools to provide insights into questions you may not even be aware of.