Checkout Abandonment Rates in Ecommerce – 2016 Benchmarks

Checkout Abandonment Rate is the third article in our Benchmark series, following Bounce Rates and Conversions Rates.

It takes several steps for a shopper to go from visiting an online store to finally buying a product.

The customer needs to get to your site, find one or more products she likes, add them to the cart, procede to checkout, enter credit card details and finally make a purchase.

That’s why it’s particularly frustrating to see customers dropping out at the very last step, the checkout phase. But it’s inevitable that a percentage of your customers will abandon your site before completing checkout.

Abandonment Rate

The Checkout Abandonment Rate refers to the number of people you lose in their very last step before purchasing.

Common reasons for checkout abandonments are:

  • Shipping costs or additional taxes
  • Shipping times
  • Problems with the checkout such as:
    • Too many steps
    • Problems with the sign-up
    • Bad site performance (e.g. high page load time)

A high Checkout Abandonment Rate is an indicator that you need to improve your checkout process. But what is a good checkout abandonment rate in ecommerce?

As in our earlier benchmarks, we analyzed Compass’ growing dataset of over $13B in ecommerce transactions. We found that the average checkout abandonment rate in e-commerce was at 25%. If you have a rate of 13% or lower, you’re among the industry’s top performers.

Stores operating in the ‘Food and Drinks’ segment have the lowest abandonment rates, with an average of 19%. Top Food and Drinks performers have an abandonment rate of 7% or less. In contrast, ‘Electronics’ stores experience a much higher abandonment rate (28% on average), while top performers have an 18% average.

Below you can see more abandonment rate benchmarks:

Mean Top
Overall 25.0% 13.2%
Food & Drink 13.2% 7.1%
Home & Garden 23.9% 13.3%
Sports & Recreation 25.2% 12.7%
Health & Beauty 26.0% 13.6%
Clothing & Fashion 26.8% 15.4%
Jewelry & Accessories 27.0% 14.3%
Electronics 28.4% 18.1%

 

Compare your store’s data with your competition »

  • Uram Joshua Lee

    I’ve got a question about this. I’m seeing 30 different e-commerce data sets saying that the average Abandonment rate is 70 – 75%. Are you sure this is correct?

    • Spirit Demerson

      same. 20s seems WAY low. When I read 60+ elsewhere that sounded right.

      • Tim Rich

        I think the higher rate is looking at basket/cart abandonment rate rather than checkout rate

        • Ramon

          That’s correct. Thanks for pointing it out, Tim!

          • Spirit Demerson

            Ah – so this is the percent of abandons only after credit card is entered. How are sites recording the user typing data but not submitting? With a one page checkout scenario, I would enter my CC and the next submit action would be “place order”. If I don’t submit order, you wouldn’t know that I had gotten so far as to enter my CC, correct? So for some checkouts, the “last stage before placing the order” is just name + address because there is no additional review page after the payment entry step. For others, there’s payment info, then review page where place order action would happen. I wonder if this variance throws off the average rate being meaningful if it is maybe only counting carts where the funnel includes a cc submit step before the order submit step.

          • Ramon

            No, this isn’t analysis of credit card info being put down or not. It’s counting from when the visitor arrives at the check out page.

          • Spirit Demerson

            So in that I’m back to wondering about the discrepancy. A rate around 60% is what has been widely reported (as in the studies posted by @Uram) and what I usually see with the sites I’ve worked with. A 20%range would mean that generally once you had added items to cart and clicked “checkout” you had a high likelihood of completing the purchase. That doesn’t jive with my own shopping behavior (I’ve currently got probably 15 abandoned carts’ tabs open in my phone from the last couple weeks of shopping for baby clothes) and doesn’t track with the sites I’ve worked with who had 50-60% rates. But more power to them if this is accurate! I just don’t know what the other studies and data sets are counting from then.

  • Uram Joshua Lee
  • Uram Joshua Lee