Что такое Cart abandonment?

Cart abandonment is when a shopper adds items to a cart and leaves without paying. The abandonment rate is abandoned carts divided by carts created, and across e-commerce studies it hovers around 70 percent, so most carts on most stores are abandoned. That baseline matters: a 65 percent rate is not a crisis, it is roughly normal.

The causes split into fixable and structural. Fixable: surprise shipping costs revealed late (the most cited reason in surveys), forced account creation, long checkout forms, missing payment methods, and slow or flaky checkout pages. Structural: plenty of shoppers use carts as wishlists or to check totals with no intent to buy today. A checkout funnel separates the two, showing whether people bail at shipping costs, at account creation, or at payment, and each of those points to a different fix.

Recovery tactics (reminder emails, exit prompts) help at the margin, but removing checkout friction reliably beats chasing abandoners, and shows up directly in conversion rate.