Cart Abandonment Statistics 2026
This page collects 53 figures on online shopping cart abandonment: how often carts are abandoned, why shoppers leave, how rates differ by device, country and industry, how long checkouts are, and how well abandoned cart emails and texts win sales back. Most figures describe 2025 and 2026, with some 2019 and 2023 store data where no newer breakdown is published. Sources include Baymard Institute, SaleCycle, Barilliance, DHL eCommerce, WooCommerce, Clutch, Bizrate Insights, VTEX, Nuvei, Moosend, Klaviyo and Omnisend. Survey figures mostly cover U.S. shoppers; rate data covers the client stores of each vendor.
By the Comredix review desk · Updated November 13, 2026 · 53 numbers drawn from 15 publishers and reports
57 of 57 quotes matched to the publisher's page by our checker on November 13, 2026
Short answer
About 70% of online shopping carts are abandoned: Baymard Institute's average of 50 studies is 70.22% (2026), and SaleCycle puts the UK and European rate above 70%. Extra costs are the top fixable reason (40% of U.S. abandoners, Baymard), and 68% of U.S. shoppers say out-of-stock items make them abandon (DHL, 2026). Abandoned cart emails earn $6.77 per recipient on average (Klaviyo, 2026), and 39.46% of shoppers who click one go on to buy (Omnisend, 2025).
Headline numbers
- 70.22%The average documented online cart abandonment rate is 70.22%, an unweighted average of 50 studies published from 2006 to 2025 and compiled by Baymard Institute in 2026.Baymard Institute
- 42%42% of U.S. online shoppers surveyed by Baymard Institute have abandoned a cart because they were just browsing or not ready to buy.Baymard Institute
- 40%Excluding browsers, extra costs that were too high (shipping, tax and fees) were the top reason for abandonment, cited by 40% of U.S. shoppers in Baymard's survey.Baymard Institute
- 68%68% of U.S. online shoppers in DHL's 2026 survey say they abandon purchases because products are out of stock or unavailable, the most common reason.DHL eCommerce
- 77%UK mobile cart abandonment climbed to approximately 77% in 2024, according to SaleCycle.SaleCycle
- 11.3The average checkout flow in Baymard's 2024 benchmark was 5.1 steps long and contained 11.3 form fields.Baymard Institute
- $6.77Abandoned cart flows average $6.77 in revenue per email recipient across more than 110,000 Klaviyo customers in 2026, the highest of any automated flow.Klaviyo
- 39.46%39.46% of shoppers who clicked an Omnisend abandoned cart email went on to buy in 2025.Omnisend
Reading the numbers
The headline number is stable. Baymard Institute's average of 50 studies sits at 70.22%, and the studies it lists run from 55% to 84%. SaleCycle reports more than 70% across the UK and Europe, and Barilliance measured 77.13% across its client stores in 2019. Shopper surveys agree: three in four shoppers in WooCommerce and Stripe's 2026 survey have abandoned a cart, and only about a quarter in DHL's global survey say they never do.
A large share of abandonment is shoppers who were never ready to buy. Baymard finds 42% of U.S. shoppers have abandoned simply because they were browsing. Among the rest, costs lead. Baymard puts extra costs first at 40%, Clutch finds 67% have dropped a cart over shipping costs, Bizrate Insights finds 42% often abandon over unexpected fees, and a $10 return fee would push 72% to walk away. DHL adds stock and delivery: 68% of U.S. shoppers abandon when items are out of stock and 66% when delivery options fall short.
Checkout design is the part sellers control most directly. Baymard's 2024 benchmark found the average checkout had 5.1 steps and 11.3 form fields, and 17% of U.S. shoppers have abandoned over a long or complicated checkout. Baymard estimates better checkout design could lift conversion by 35.26% at large sites, worth $260 billion in recoverable U.S. and EU orders. Payment coverage also counts: 21% of abandoners in the WooCommerce and Stripe survey could not use their preferred method.
For carts that are abandoned, recovery messages work. Klaviyo's 2026 data shows abandoned cart flows earn $6.77 per email recipient and $4.48 per text recipient, the highest of any automated flow, and the top 10% of brands reach $13.70 per email recipient. Omnisend's 2025 data shows a 1.51% conversion rate per delivered email, and abandoned cart and welcome messages together drove 76% of its automation orders.
Average cart abandonment rate
- 1.
The average documented online cart abandonment rate is 70.22%, an unweighted average of 50 studies published from 2006 to 2025 and compiled by Baymard Institute in 2026.
Baymard Institute, Cart Abandonment Rate: 50 Statistics & Why People Abandon (2026) (Oct 2026)
Exact wording at the source
Based on the data we collected, we’ve calculated the average cart abandonment rate of 70.22%.
- 2.
SaleCycle puts the average cart abandonment rate across the UK and wider European market at more than 70% in 2025.
SaleCycle, Cart Abandonment Rate in UK and European Ecommerce: Causes, Impacts, and Solutions (Sep 2025)
Exact wording at the source
Cart abandonment is one of the most costly challenges in eCommerce, with an average cart abandonment rate of more than 70% across the UK and wider European market.
- 3.
Across the online stores in Barilliance's database, the average cart abandonment rate was 77.13% in 2019.
Barilliance, Cart Abandonment Rate Statistics (2022)
Exact wording at the source
In 2019, the average cart abandonment rate was 77.13%.
- 4.
U.S. stores in Barilliance's 2019 data had an average cart abandonment rate of 71.86%, the second lowest of the countries it measured.
Barilliance, Cart Abandonment Rate Statistics (2022)
Exact wording at the source
The United States was the second lowest with an average cart abandonment rate of 71.86%.
- 5.
Spain had the highest cart abandonment rate in Barilliance's 2019 country breakdown, at 86.15%.
Barilliance, Cart Abandonment Rate Statistics (2022)
Exact wording at the source
Spain had the highest cart abandonment rate at 86.15%.
- 6.
Three in four shoppers surveyed by WooCommerce and Stripe across North America, Europe and Asia-Pacific in 2026 said they had abandoned a cart.
WooCommerce, Move beyond default checkout: How shoppers prefer to pay in 2026 (2026)
Exact wording at the source
Three out of four shoppers in our survey abandoned a cart.
- 7.
Only about a quarter of online shoppers in DHL's 2026 global survey of 29,000 consumers say they never abandon their carts.
DHL eCommerce, 2026 E-Commerce Trends Report (Jun 2026)
Exact wording at the source
With only a quarter of shoppers stating they never abandon their carts – most shoppers drop off at the final step, often because delivery is too expensive, slow, or unclear.
- 8.
Baymard Institute estimates that a large ecommerce site can raise its conversion rate by 35.26% through better checkout design alone.
Baymard Institute, Cart Abandonment Rate: 50 Statistics & Why People Abandon (2026) (Oct 2026)
Exact wording at the source
the average large-sized ecommerce site can gain a 35.26% increase in conversion rate though better checkout design.
- 9.
Applied to $738 billion of combined U.S. and EU ecommerce sales, Baymard calculates that $260 billion of lost orders could be recovered through better checkout flow and design.
Baymard Institute, Cart Abandonment Rate: 50 Statistics & Why People Abandon (2026) (Oct 2026)
Exact wording at the source
the potential for a 35.26% increase in conversion rate translates to $260 billion worth of lost orders which are recoverable solely through a better checkout flow & design.
Why shoppers abandon: costs, fees and trust
- 10.
42% of U.S. online shoppers surveyed by Baymard Institute have abandoned a cart because they were just browsing or not ready to buy.
Baymard Institute, Cart Abandonment Rate: 50 Statistics & Why People Abandon (2026) (Oct 2026)
Exact wording at the source
42% of US online shoppers have abandoned simply because they were browsing.
- 11.
Excluding browsers, extra costs that were too high (shipping, tax and fees) were the top reason for abandonment, cited by 40% of U.S. shoppers in Baymard's survey.
Baymard Institute, Cart Abandonment Rate: 50 Statistics & Why People Abandon (2026) (Oct 2026)
Exact wording at the source
Excluding those, the top reasons are extra costs being too high (40%), slow delivery (20%), and not trusting the site with card details (19%).
- 12.
19% of U.S. shoppers who abandoned for reasons other than browsing said they did not trust the site with their card details, according to Baymard.
Baymard Institute, Cart Abandonment Rate: 50 Statistics & Why People Abandon (2026) (Oct 2026)
Exact wording at the source
Excluding those, the top reasons are extra costs being too high (40%), slow delivery (20%), and not trusting the site with card details (19%).
- 13.
67% of U.S. online shoppers surveyed by Clutch in June 2025 said they had abandoned a cart because of high shipping costs.
Clutch, Pop-Ups, Promo Fails & Poor UX: What's Driving Shoppers Away in 2025 (Apr 2026)
Exact wording at the source
Our survey showed 67% of online consumers say they’ve abandoned a cart due to high shipping costs.
- 14.
37% of U.S. online shoppers in Clutch's 2025 survey said they had left after finding that promo codes did not work.
Clutch, Pop-Ups, Promo Fails & Poor UX: What's Driving Shoppers Away in 2025 (Apr 2026)
Exact wording at the source
Another 37% left after finding that promo codes didn’t work.
- 15.
42% of U.S. shoppers surveyed by Bizrate Insights in March 2026 say they frequently or very often abandon a cart because of unexpected costs such as taxes and handling fees.
Bizrate Insights, 2026 Data: Ecommerce Conversion Optimization Drivers (Apr 2026)
Exact wording at the source
42% abandon due to unexpected fees, 72% will walk over a $10 return fee
- 16.
Among U.S. shoppers aged 18 to 34, 60% say they often abandon when surprised by extra costs, according to Bizrate Insights' 2026 survey.
Bizrate Insights, 2026 Data: Ecommerce Conversion Optimization Drivers (Apr 2026)
Exact wording at the source
Younger shoppers are the most reactive: 60% of those aged 18–34 abandon often when surprised by extra costs.
- 17.
Only 12% of U.S. shoppers in Bizrate Insights' 2026 survey say they rarely or never abandon because of extra costs.
Bizrate Insights, 2026 Data: Ecommerce Conversion Optimization Drivers (Apr 2026)
Exact wording at the source
Only 12% of shoppers say they rarely or never abandon due to extra costs, meaning almost everyone is at risk of losing a sale this way.
- 18.
A $10 return fee on a $50 purchase would lead 72% of U.S. shoppers to abandon the transaction, according to Bizrate Insights' 2026 survey.
Bizrate Insights, 2026 Data: Ecommerce Conversion Optimization Drivers (Apr 2026)
Exact wording at the source
A $10 return fee on a $50 purchase is enough to drive 72% of shoppers to abandon the transaction.
- 19.
20% of U.S. adults surveyed for VTEX in April 2025 said they immediately abandon their cart at checkout when they meet unexpected fees.
VTEX, 82% of U.S. Shoppers Demand Price Clarity as Hidden Fees and Tariffs Erode Brand Trust (May 2025)
Exact wording at the source
The findings, based on a national survey of more than 1,000 U.S. adults in April 2025, also show that more than one in three consumers say they feel frustrated when encountering unexpected fees, and 20% immediately abandon their cart at checkout.
- 20.
82% of U.S. adults in VTEX's April 2025 survey said clear pricing and no hidden fees are essential to a better shopping experience.
VTEX, 82% of U.S. Shoppers Demand Price Clarity as Hidden Fees and Tariffs Erode Brand Trust (May 2025)
Exact wording at the source
reveals a staggering 82% of Americans say clear pricing and no hidden fees are essential to reducing stress and improving the shopping experience .
Chart
Top reasons U.S. shoppers abandon a cart, excluding just browsing
Share of U.S. online shoppers who abandoned a cart for each reason, excluding the just browsing group. Baymard Institute, 2026. Multiple answers allowed.
- Extra costs too high40%
- Delivery too slow20%
- Did not trust site with card19%
- Forced account creation18%
- Checkout too long or complicated17%
- Site errors or crashes17%
Source: Baymard Institute, Cart Abandonment Rate: 50 Statistics & Why People Abandon (2026)
Why shoppers abandon: stock, delivery and payments
- 21.
68% of U.S. online shoppers in DHL's 2026 survey say they abandon purchases because products are out of stock or unavailable, the most common reason.
DHL eCommerce, U.S. Shoppers: Speed, Trust and Transparency Now Decide Online Purchase (2026)
Exact wording at the source
68% say they abandon purchases because products are out of stock or unavailable — the #1 reason.
- 22.
66% of U.S. online shoppers say they abandon when the delivery offering does not meet their expectations, according to DHL's 2026 survey.
DHL eCommerce, U.S. Shoppers: Speed, Trust and Transparency Now Decide Online Purchase (2026)
Exact wording at the source
66% say they abandon when the delivery offering doesn’t meet their expectations.
- 23.
62% of U.S. online shoppers say unexpected customs or tax charges have caused them to abandon an online purchase, according to DHL in 2026.
DHL eCommerce, U.S. Shoppers: Speed, Trust and Transparency Now Decide Online Purchase (2026)
Exact wording at the source
62% say unexpected customs/taxes charges caused them to abandon their online purchases.
- 24.
Globally, 67% of online shoppers in DHL's 2026 survey have abandoned a cart because of the delivery offering, while only 52% of businesses see delivery as a drop-off reason.
DHL eCommerce, 2026 E-Commerce Trends Report (Jun 2026)
Exact wording at the source
67% of online shoppers have abandoned their cart because of the delivery offering and 52% of businesses see the same drop off reason.
- 25.
Of shoppers who abandoned a cart in the 2026 WooCommerce and Stripe survey, 63% cited checkout and payment issues.
WooCommerce, Move beyond default checkout: How shoppers prefer to pay in 2026 (2026)
Exact wording at the source
Of those, 63% cited checkout and payment issues: failed transactions (28%), too many steps (21%), or inability to pay with their preferred method (21%).
- 26.
Failed transactions were the single largest checkout-related cause of abandonment in the 2026 WooCommerce and Stripe survey, at 28% of abandoners.
WooCommerce, Move beyond default checkout: How shoppers prefer to pay in 2026 (2026)
Exact wording at the source
Failed transactions, not genuine declines, cause the most checkout-related abandonment at 28%.
- 27.
21% of shoppers who abandoned a cart in the 2026 WooCommerce and Stripe survey could not pay with their preferred method.
WooCommerce, Move beyond default checkout: How shoppers prefer to pay in 2026 (2026)
Exact wording at the source
Of those, 63% cited checkout and payment issues: failed transactions (28%), too many steps (21%), or inability to pay with their preferred method (21%).
- 28.
25% of U.S. online shoppers in Clutch's 2025 survey have walked away because their preferred payment method was not accepted.
Clutch, Pop-Ups, Promo Fails & Poor UX: What's Driving Shoppers Away in 2025 (Apr 2026)
Exact wording at the source
25% have walked away because their preferred payment method wasn’t accepted
- 29.
37% of U.S. consumers in Nuvei's April 2026 How America Pays survey will abandon a purchase rather than pay with a method they did not choose.
Nuvei, The checkout is the brand: What American consumers actually trust (May 2026)
Exact wording at the source
According to Nuvei’s recent How America Pays survey of 1,000 US consumers (April 2026), nearly 1 in 3 American consumers (37%) will abandon a purchase rather than complete it with a payment method they did not choose.
Chart
Top reasons U.S. shoppers abandon purchases, DHL 2026
Survey of 1,000 U.S. online shoppers for DHL's 2026 E-Commerce Trends Report.
- Out of stock68%
- Delivery offering66%
- Unexpected customs or taxes62%
Source: DHL eCommerce, U.S. Shoppers: Speed, Trust and Transparency Now Decide Online Purchase
Cart abandonment by device, country and industry
- 30.
Cart abandonment on phones reached 80.79% in Barilliance's 2019 device breakdown.
Barilliance, Cart Abandonment Rate Statistics (2022)
Exact wording at the source
On phone devices cart abandonment rate shot up to 80.79%.
- 31.
Desktop sessions had a lower cart abandonment rate of 73.93% in Barilliance's 2019 data.
Barilliance, Cart Abandonment Rate Statistics (2022)
Exact wording at the source
Meanwhile sessions on desktops only had a cart abandonment rate of 73.93%, a 6.86% improvement!
- 32.
In the UK, desktop cart abandonment sat at around 69% in 2024, according to SaleCycle.
SaleCycle, Cart Abandonment Rate in UK and European Ecommerce: Causes, Impacts, and Solutions (Sep 2025)
Exact wording at the source
Desktop abandonment sat at around 69%, while mobile climbed to approximately 77%.
- 33.
UK mobile cart abandonment climbed to approximately 77% in 2024, according to SaleCycle.
SaleCycle, Cart Abandonment Rate in UK and European Ecommerce: Causes, Impacts, and Solutions (Sep 2025)
Exact wording at the source
Desktop abandonment sat at around 69%, while mobile climbed to approximately 77%.
- 34.
SaleCycle reports that cruise and ferry bookings can see abandonment close to 98%, the highest of the sectors it describes.
SaleCycle, Cart Abandonment Rate in UK and European Ecommerce: Causes, Impacts, and Solutions (Sep 2025)
Exact wording at the source
Cruise and ferry bookings: Can reach close to 98% due to longer decision cycles and high price sensitivity.
- 35.
Finance had the highest cart abandonment rate in Moosend's study of its customer data, at 83.7%.
Moosend, 20+ Cart Abandonment Stats To Reduce Your Lost Sales (Sep 2023)
Exact wording at the source
Finance has the highest cart abandonment rate (83.7%), followed by Travel (82.2%), Non-profits (82.1%), Retail (77.3%), Fashion (67.6%), and Gaming (67.4%).
- 36.
Gaming had the lowest cart abandonment rate of the industries in Moosend's study, at 67.4%.
Moosend, 20+ Cart Abandonment Stats To Reduce Your Lost Sales (Sep 2023)
Exact wording at the source
Finance has the highest cart abandonment rate (83.7%), followed by Travel (82.2%), Non-profits (82.1%), Retail (77.3%), Fashion (67.6%), and Gaming (67.4%).
Chart
Cart abandonment rate by industry
Moosend analysis of its customer data, published 2023.
- Finance83.7%
- Travel82.2%
- Non-profits82.1%
- Retail77.3%
- Fashion67.6%
- Gaming67.4%
Source: Moosend, 20+ Cart Abandonment Stats To Reduce Your Lost Sales
Checkout length and form fields
- 37.
17% of U.S. online shoppers have abandoned an order because of a too long or complicated checkout process, according to Baymard Institute.
Baymard Institute, Cart Abandonment Rate: 50 Statistics & Why People Abandon (2026) (Oct 2026)
Exact wording at the source
17% of US online shoppers have abandoned an order due to a “too long / complicated checkout process” .
- 38.
The average checkout flow in Baymard's 2024 benchmark was 5.1 steps long and contained 11.3 form fields.
Baymard Institute, Checkout Optimization: 5 Ways to Minimize Form Fields in Checkout (Jun 2024)
Exact wording at the source
The average checkout flow in 2024 is 5.1 steps long and contains 11.3 form fields
- 39.
The average U.S. checkout shows 23.48 form elements, against an ideal of 12 to 14, according to Baymard Institute.
Baymard Institute, Cart Abandonment Rate: 50 Statistics & Why People Abandon (2026) (Oct 2026)
Exact wording at the source
The average US checkout shows 23.48 form elements versus an ideal 12–14.
- 40.
84% of sites in Baymard's ecommerce UX benchmark do not delay account creation until after the order is placed.
Baymard Institute, Checkout Optimization: 5 Ways to Minimize Form Fields in Checkout (Jun 2024)
Exact wording at the source
Have delayed account creation (84% don’t)
- 41.
20% of U.S. online shoppers in Clutch's 2025 survey dropped out of checkout when forced to create an account.
Clutch, Pop-Ups, Promo Fails & Poor UX: What's Driving Shoppers Away in 2025 (Apr 2026)
Exact wording at the source
20% dropped out of checkout when forced to create an account
Abandoned cart email and SMS recovery
- 42.
Abandoned cart flows average $6.77 in revenue per email recipient across more than 110,000 Klaviyo customers in 2026, the highest of any automated flow.
Klaviyo, The abandoned cart benchmarks report: 2026 data to inform your strategy (Oct 2026)
Exact wording at the source
Highest revenue: Abandoned cart flows average $6.77 in revenue per recipient for email and $4.48 for text messaging.
- 43.
Abandoned cart text message flows average $4.48 in revenue per recipient, according to Klaviyo's 2026 benchmarks.
Klaviyo, The abandoned cart benchmarks report: 2026 data to inform your strategy (Oct 2026)
Exact wording at the source
Highest revenue: Abandoned cart flows average $6.77 in revenue per recipient for email and $4.48 for text messaging.
- 44.
The top 10% of Klaviyo brands earn $13.70 per recipient from abandoned cart emails and $8.69 from abandoned cart texts.
Klaviyo, The abandoned cart benchmarks report: 2026 data to inform your strategy (Oct 2026)
Exact wording at the source
Top performers: The top 10% of brands reach $13.70 in email revenue per recipient and $8.69 for text messaging.
- 45.
The average click rate for abandoned cart emails is 6%, compared with 10.3% for abandoned cart text messages, in Klaviyo's 2026 data.
Klaviyo, The abandoned cart benchmarks report: 2026 data to inform your strategy (Oct 2026)
Exact wording at the source
Strong engagement: Average abandoned cart click rates are 6% for email and 10.3% for text messaging.
- 46.
The top 10% of Klaviyo brands see an 11.3% click rate on abandoned cart email flows.
Klaviyo, The abandoned cart benchmarks report: 2026 data to inform your strategy (Oct 2026)
Exact wording at the source
The top-performing 10% of brands see a click rate of 11.3% for the abandoned cart email flow, compared to 13.3% for the welcome series.
- 47.
Home and garden brands have the highest average abandoned cart email click rate of the industries Klaviyo highlights, at 6.5%.
Klaviyo, The abandoned cart benchmarks report: 2026 data to inform your strategy (Oct 2026)
Exact wording at the source
The home & garden industry has the highest average abandoned cart email click rate (6.5%), compared to a browse abandonment click rate of 5.8%.
- 48.
Abandoned cart emails sent through Omnisend in 2025 had an average open rate of 35.75%.
Omnisend, Abandoned cart emails: examples, templates and best practices (2026)
Exact wording at the source
Open rate Percentage of delivered emails that were opened 35.75%
- 49.
1.51% of delivered Omnisend abandoned cart emails resulted in a conversion in 2025.
Omnisend, Abandoned cart emails: examples, templates and best practices (2026)
Exact wording at the source
Conversion rate Percentage of delivered emails that resulted in a conversion 1.51%
- 50.
39.46% of shoppers who clicked an Omnisend abandoned cart email went on to buy in 2025.
Omnisend, Abandoned cart emails: examples, templates and best practices (2026)
Exact wording at the source
Click-to-conversion rate Percentage of email clickers who went on to convert 39.46%
- 51.
Each delivered Omnisend abandoned cart email generated $2.54 in revenue on average in 2025.
Omnisend, Abandoned cart emails: examples, templates and best practices (2026)
Exact wording at the source
Revenue per email Average revenue generated per delivered email $2.54
- 52.
Abandoned cart and welcome messages drove 76% of all automation-generated orders across 150,000 Omnisend brands in 2025.
Omnisend, Omnisend's 2026 Ecommerce Marketing Report (2026)
Exact wording at the source
Abandoned cart and Welcome messages drove 76% of all automation-generated orders
- 53.
More than 40% of cart abandonment emails are opened, and up to 45%, according to Moosend's analysis of its own database.
Moosend, 20+ Cart Abandonment Stats To Reduce Your Lost Sales (Sep 2023)
Exact wording at the source
More than 40% of cart abandonment emails are opened, and this rate can reach up to 45%.
Chart
Abandoned cart email revenue per recipient, top 10% of brands by industry
Revenue per recipient for abandoned cart email flows among the top 10% of Klaviyo brands in each industry, 2026.
- Hardware and home improvement$35.2
- Home and garden$28.8
- Automotive$27.5
- Electronics$24.7
Source: Klaviyo, The abandoned cart benchmarks report: 2026 data to inform your strategy
Questions readers ask
- What is the average cart abandonment rate?
- About 70%. Baymard Institute's average of 50 published studies is 70.22% in 2026, and SaleCycle puts the UK and European average above 70%. Individual studies range from 55% to 84%.
- Why do shoppers abandon their carts?
- Many are just browsing: 42% of U.S. shoppers have abandoned for that reason, according to Baymard. Among the rest, extra costs lead at 40%, and DHL's 2026 survey finds 68% of U.S. shoppers abandon when items are out of stock and 66% when delivery options disappoint.
- Is cart abandonment higher on mobile?
- Yes. SaleCycle puts UK mobile abandonment at about 77% against 69% on desktop in 2024, and Barilliance measured 80.79% on phones against 73.93% on desktops in 2019.
- How well do abandoned cart emails work?
- Klaviyo's 2026 data shows abandoned cart flows earn $6.77 per email recipient on average, the highest of any flow, with a 6% click rate. Omnisend's 2025 data shows a 1.51% conversion rate per delivered email and 39.46% of clickers buying.
- How long is the average checkout?
- Baymard Institute's 2024 benchmark found the average checkout has 5.1 steps and 11.3 form fields, and the average U.S. checkout shows 23.48 form elements against an ideal of 12 to 14. 17% of U.S. shoppers have abandoned an order because checkout was too long or complicated.
Where these numbers come from
We chose figures that measure cart abandonment directly: abandonment rates, the reasons shoppers give, device, country and industry splits, checkout length, and the results of abandoned cart emails and texts. Rates are not directly comparable. Baymard's 70.22% is an unweighted average of 50 published studies from 2006 to 2025; Barilliance, SaleCycle and Moosend report on the stores that use their software, and the Barilliance device and country splits date from 2019 and Moosend's industry figures were published in 2023. Reason figures come from surveys by Baymard, DHL, Clutch, Bizrate Insights, VTEX, WooCommerce with Stripe, and Nuvei, each with its own sample and question wording, and most allow several answers. Klaviyo and Omnisend benchmarks describe their own customers and define opens, clicks and conversions in their own ways; open rates are inflated by automatic opens from mail privacy features. VTEX's survey is cited from its press release as republished by Silicon UK. Every figure links to the page it was taken from, and each quote was checked against that page on the date shown. We store the sentence each number appears in, and a script loads the publisher's page again to make sure that sentence is still there. Our methodology has the details.
Sources
- Barilliance. Cart Abandonment Rate Statistics (2022).
- Baymard Institute. Cart Abandonment Rate: 50 Statistics & Why People Abandon (2026) (Oct 2026).
- Baymard Institute. Checkout Optimization: 5 Ways to Minimize Form Fields in Checkout (Jun 2024).
- Bizrate Insights. 2026 Data: Ecommerce Conversion Optimization Drivers (Apr 2026).
- Clutch. Pop-Ups, Promo Fails & Poor UX: What's Driving Shoppers Away in 2025 (Apr 2026).
- DHL eCommerce. 2026 E-Commerce Trends Report (Jun 2026).
- DHL eCommerce. U.S. Shoppers: Speed, Trust and Transparency Now Decide Online Purchase (2026).
- Klaviyo. The abandoned cart benchmarks report: 2026 data to inform your strategy (Oct 2026).
- Moosend. 20+ Cart Abandonment Stats To Reduce Your Lost Sales (Sep 2023).
- Nuvei. The checkout is the brand: What American consumers actually trust (May 2026).
- Omnisend. Abandoned cart emails: examples, templates and best practices (2026).
- Omnisend. Omnisend's 2026 Ecommerce Marketing Report (2026).
- SaleCycle. Cart Abandonment Rate in UK and European Ecommerce: Causes, Impacts, and Solutions (Sep 2025).
- VTEX. 82% of U.S. Shoppers Demand Price Clarity as Hidden Fees and Tariffs Erode Brand Trust (May 2025).
- WooCommerce. Move beyond default checkout: How shoppers prefer to pay in 2026 (2026).
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