United States: cart abandonment reasons 2023

In 2023, almost half of U.S. consumers abandoned online purchases during checkout due to additional costs, such as shipping, taxes, or fees. Many shoppers in the United States also frequently back out of online purchases because the website requires them to create an account or due to slow delivery.

Main reasons why consumers abandon their orders during the checkout process in the United States in 2023

Characteristic	Share of respondents
Extra costs too high (shipping, tax, fees)	47%
The site wanted me to create an account	25%
Delivery was too slow	24%
I didn't trust the site with my credit card information	19%
Too long / complicated checkout process	18%
I couldn't see / calculate total order cost up-front	17%
Returns policy wasn't satisfactory	16%
Website had errors / crashed	14%
There weren't enough payment methods	11%
The credit card was declined	6%

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Release date

October 2023

More information

Region

United States

Survey time period

2023

Number of respondents

2,219 respondents

Age group

18 years and older

Supplementary notes

The reasons for cart abandonment statistics have been repeated annually by Baymard Institute since 2017 among US adults. The question asked was, "Have you abandoned any online purchases during the checkout process in the past 3 months? If so, for what reasons?" The statistic here shows all answers normalized after removing the most popular provided answer, "I was just browsing," to examine only users' reasons for cart abandonment that sites can meaningfully address. Important: Baymard's further research shows that the answer "too long checkout" should _not_ be interpreted as a 1-page/1-step checkout flow is a good solution to checkout length issues. See more details about Baymard Institute's research on reasons for cart abandonment.

The date of release is the date of access.

The source does not specify the date of the survey.

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