Abandoned cart

Abandoned carts are exactly what they sound like: carts on an ecommerce shop that a prospective customer filled up, but did not complete the purchase transaction.

In the real world of bricks and mortar shopping, this would be just like walking away from your shopping trolley filled with stuff. In some cases, it's not even a full trolley (or cart) - it's one item.

In 2018, some research estimated that some ecommerce industries have an abandoned cart rate of as high as 80%. 

While the first thing we think of when we hear the term abandoned cart is usually in reference to purchasing something tangible, this happens across all industries.

An abandoned cart can also apply to bookings on things like travel sites. The term can also refer to abandoning the filling in of a form, for things like requesting a quote for a financial product.

The reasons for potential buyers abandoning their carts vary – and some of these have almost certainly changed since 2020 turned everything we thought we knew about ecommerce on its head.

Reasons for the abandonment range from people saying they were just browsing or comparing prices to a lack of payment options, issues with shipping and technical challenges.

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