U.S. shopping cart abandonment rates of selected categories 2018

This statistic presents the most common products and services abandoned in their digital carts by internet users in the United States as of March 2018, by category. According to the findings, 40 percent of internet users abandoned online fashion orders, whereas fitness equipment purchases had an abandonment rate of 2 percent.

Online shopping cart abandonment

Despite a growing share of shopping happening online, getting customers to follow through and complete an online purchase can be difficult. Online shoppers are faced by a barrage of distractions when browsing or attempting to make a purchase online. Not only do the retailing websites attempt to display the most trending items and inspire add-on purchases, but in-site advertisements for other stores can lead the shopper away from the intended goal as well.
A large number of consumers tend to use other media such as radio, television, or online chat rooms when shopping online along with the added distractions of phones and email. These outside interruptions, along with the internal website issues of costs, security, and efficiency can cause a shopper to forget about or intentionally abandon their online shopping basket.
A growing number of consumers are shopping online via mobile devices. Conversion rates tend to be higher, however, when customers shop online from larger devices such as PCs as opposed to smartphones. It appears that shoppers will use their mobile devices to browse rather than to complete a purchase. There is less cart abandonment on major shopping holidays, such as Black Friday and Cyber Monday, and, unsurprisingly, online retail giant Amazon.com has the most successful conversion rate of all e-tailers.
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Products and service categories most commonly abandoned in their digital shopping carts by internet users in the United States as of March 2018
Share of respondents
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