Imagine filling up your online cart with items you love — only to close the tab and walk away before clicking 'Buy Now.' Sound familiar? That’s pretty much what happens in online stores every day — and it's called cart abandonment. For online stores, those unfinished purchases aren’t just missed opportunities — they’re lost revenue that adds up fast. But here’s the good news: most abandoned shopping carts can be recovered with the right fixes and follow-ups.
In this blog post, we’ll walk through what causes shoppers to abandon their carts, how you can prevent it, and which tools and strategies you can use to bring those customers back.
What Is Cart Abandonment?
Cart abandonment is when a visitor adds products to their online shopping cart but leaves the website without completing the purchase. It's like window shopping — only it leaves your digital shelves full and your revenue empty.
According to industry studies, the average cart abandonment rate is between 60% and 80%. That means up to 8 out of 10 shoppers may leave without buying. Think about the potential sales slipping away with every abandoned shopping cart left behind. These aren’t cold leads — they’re people who liked your product enough to start the buying process. So why do they leave?
Let’s break down the top reasons and how to fix them.
Top Reasons Customers Abandon Their Carts (And How to Fix Them)
Shopping cart abandonment is one of the biggest challenges in ecommerce — understanding why customers leave without buying is the first step to turning more browsers into buyers.
High Extra Costs: Shipping Fees, Taxes, and Other Surprises
Sometimes, what starts as an exciting online find turns frustrating when surprise fees for shipping, taxes, or handling appear at the last moment. It’s frustrating — and you’re not alone.
Unexpected extra costs are a top culprit behind why many shoppers leave their carts behind. When unexpected costs pop up at the last minute, it can make customers feel like they’re being tricked or overcharged. That feeling leads to hesitation, and many simply leave without completing the purchase.
Be upfront about all costs from the beginning. Include estimated taxes and shipping as early in the process as possible, even on the product page or in the cart preview. Offering free shipping can also be a powerful incentive to complete purchases. If that’s not feasible, try setting a free shipping threshold like “Free shipping on orders over $50.” This not only encourages people to stick around but also helps increase average order value.
Account Creation Required: A Speed Bump for First-Time Shoppers
When someone is ready to buy, asking them to stop and create an account feels like unnecessary homework. For first-time customers, this extra step can seem like a hassle, especially if they’re just trying your site out. They may not want to commit to registering or remember another username and password. Instead of finishing the purchase, they might abandon the cart and look for a more convenient option elsewhere.
Offer a guest checkout option that lets shoppers complete their purchase quickly without creating an account. This reduces friction and respects their time. After the sale, you can encourage them to create an account by offering perks like faster future checkouts, order tracking, or reward points. Ensuring a quick and straightforward purchase process is crucial, particularly for those shopping with you for the first time.
Complicated Checkout Process: Too Many Steps, Too Much Confusion
When the checkout feels long or asks for too much, shoppers often get frustrated and walk away. Long forms, multiple pages, or unclear buttons make it harder for people to complete their purchase.
Each additional field they have to fill in increases the chances that they’ll abandon the cart altogether. The more complex it is, the more people you’ll lose before they click "Place Order."
Keep the steps easy and straightforward. Use a single-page checkout if possible, or clearly indicate the number of steps with a progress bar like “Step 2 of 3.” Only ask for essential information, and use auto-fill or saved profiles for returning users.
Integrate fast payment options like PayPal, Apple Pay, or Google Pay to speed up the process. A smooth, fast checkout makes people more likely to complete their purchase.
Security Concerns: Can I Trust This Website with My Credit Card?
Online shoppers are cautious, and rightfully so. If your website lacks visible signs of security, it can make people nervous about sharing their credit card information. Shoppers want to know that their data is protected. A site that looks unprofessional or doesn’t display any trust signals can raise red flags and scare away even interested buyers.
Make your security features visible. Use HTTPS, display trust badges (like Norton, McAfee, or Visa Secure), and clearly show your return policy, privacy policy, and contact information. Including customer reviews and testimonials can also help build credibility. A small lock icon, verified checkout badge, or even a message like “100% secure payment” at checkout can go a long way in reassuring buyers.
Website Performance Issues: Slow or Buggy Sites Are Deal Breakers
A slow-loading website can instantly drive shoppers away, especially if they’re on mobile. Nobody wants to wait around for pages to load, and if your site freezes or crashes during checkout, it’s game over. Slow or glitchy sites don’t just annoy visitors — they can make your business seem unprofessional and unsafe.
Run regular performance checks using tools like Google PageSpeed Insights or GTmetrix. Optimize image sizes, remove unnecessary plugins or scripts, and invest in reliable hosting. Make sure your checkout works smoothly on all browsers and devices. For this, you need to improve your site speed and performance. A fast, stable site not only boosts conversions but also leaves customers with a positive impression of your brand.
Limited Payment Options: Don’t Make It Hard to Pay
Imagine going to a store, picking out everything you want, and then being told they don’t accept your credit card. That’s what happens when your website doesn’t support popular payment methods. If a shopper doesn’t see their preferred option — like PayPal, Apple Pay, or Buy Now, Pay Later — they may abandon the cart entirely.
Offer a variety of payment methods to suit different preferences. This should include major credit cards, digital wallets (Apple Pay, Google Pay, PayPal), and local or regional payment options if you sell internationally.
Consider integrating “Buy Now, Pay Later” services like Klarna or Afterpay to give customers more flexibility. Smooth and simple payment options encourage more people to finish buying.
Lack of Trust or Credibility: Looks Matter
Shoppers judge your website the moment they land on it. If your site looks outdated, poorly designed, or lacks essential contact details, it can send the message that your business isn’t legitimate. Great products alone aren’t enough — if your website doesn’t look trustworthy and polished, potential buyers might leave before checking out.
Invest in clean, modern web design. Use high-quality images, consistent branding, and easy navigation. Make sure your contact details, return policy, and “About Us” page are visible and easy to find. You should also include an FAQ section and live chat support if possible. Showing that you're a real, accessible business builds trust and encourages shoppers to buy.
Better Prices Elsewhere: The Comparison Shopper’s Dilemma
With just a few clicks, online buyers can quickly find and compare prices across countless stores. If they find the same product for less money — or with better perks — they may leave your site and never come back. Price isn’t the only factor, but it’s a big one in a competitive ecommerce market.
You don’t always have to be the cheapest — you just have to offer the best value. Consider adding perks like free shipping, bonus gifts, loyalty points, or better customer service. If possible, offer price-match guarantees or limited-time deals to keep people on your site. And don’t underestimate the power of urgency — countdowns or low-stock alerts can encourage people to act now instead of continuing their search.
Poor Mobile Experience: The Small Screen Shouldn’t Be a Big Problem
As mobile shopping takes over, having a website that looks good and works smoothly on smartphones isn’t just a bonus — it’s a must. If your site is hard to navigate on a phone — tiny buttons, hard-to-read text, or broken layouts — shoppers will leave quickly. A frustrating mobile experience kills conversions fast and leads to mobile cart abandonment.
Design your website to automatically adjust and look great on every device, from smartphones to large monitors. Incorporate user-friendly elements such as big buttons, streamlined navigation, and forms that automatically fill in user information.
Test the entire shopping and checkout process on real phones and tablets regularly. A smooth mobile experience builds confidence and keeps people engaged, no matter what device they’re using.
No Follow-Up: The Power of Abandoned Shopping Cart Emails
Sometimes, shoppers get distracted or just aren’t ready to purchase right away. That doesn’t mean they’re gone forever. If you don’t follow up, you miss the chance to win them back. Many businesses overlook this step and lose easy sales in the process.
Set up abandoned shopping cart email campaigns that automatically reach out to users who left items behind. A good sequence includes 2–3 emails: a friendly reminder, an incentive (like a discount or free shipping), and a final message with urgency. Include product images and a clear call-to-action to return to their cart. Add a live chat or customer support link to answer questions. This small effort can recover a significant portion of lost sales.
You can recover abandoned carts effectively with the right follow-up strategy.
Cart Abandonment Strategies and Tools
The good news is that recovering abandoned shopping carts doesn’t mean chasing down every customer one by one. You can recover abandoned carts efficiently with the right approach.
Fortunately, numerous effective tools and proven methods exist to handle abandoned shopping cart recovery for you. If your online store runs on Shopify, WooCommerce, or a custom setup, you can use tools to handle much of the follow-up automatically, helping you recover customers and grow your sales with less effort.
Let’s break it down into two parts: tools you can use and tactics you should try.
Tools You Can Use
These solutions help track where customers quit, bring back those who abandoned their carts, and streamline the checkout process for better results.
- Mailchimp – If you're already using Mailchimp for newsletters, you can also use it for sending abandoned cart emails. Ideal for small and medium businesses, it lets you quickly create automated follow-up emails with minimal effort.
- Klaviyo – Klaviyo is a more powerful option if you’re looking for deeper personalization and segmentation. You can set up abandoned cart flows that adjust based on user behavior, such as what items they left behind or how long ago they visited your site.
- Shopify Plugins – If you’re on Shopify, you’re spoiled for choice. Plugins like:
- Abandoned Cart Recovery helps automate follow-up emails.
- Privy captures emails with exit-intent popups and sends follow-ups.
- ReConvert optimizes your thank-you page and upsell opportunities, giving you a chance to win back lost customers even after abandonment.
- WooCommerce Plugins – WooCommerce users can also take advantage of dedicated tools like:
- Cart Abandonment Recovery by CartFlows, which lets you send customizable recovery emails.
- Retainful, which goes a step further by sending next-order coupons and setting up recovery workflows.
- Google Analytics – This one’s not just for tracking visits. You can dig into your checkout funnel, see exactly where users are dropping off, and fix those weak points. Maybe they’re leaving when asked to enter their address, or maybe it's at the payment stage. The data can tell you.
- Hotjar or Crazy Egg – These tools create visual heatmaps that show how people interact with your site. You can watch recordings of real sessions to see if users are clicking where they shouldn't, getting stuck on a form, or bouncing off the page.
Tactics to Try
Tools alone won’t solve everything. You also need to use them wisely. Here are some proven strategies to help you bring back cart abandoners and improve your conversions:
Email Sequences
Don’t just send one reminder — use a sequence. A well-timed, thoughtful series of emails can nudge customers back toward completing their purchase.
A basic 3-email flow looks like this:
- Email 1: Reminder
Sent 1 hour after abandonment. Keep it simple — remind them what they left behind and include a big, bold CTA (Call to Action) to return to their cart. - Email 2: Incentive
Sent 12–24 hours later. Provide an incentive like a discount, complimentary shipping, or a freebie. This extra push can be the tipping point for hesitant shoppers. - Email 3: Urgency
Sent within 48 hours. Create a sense of urgency by letting them know the cart will expire soon or that the item is selling fast.
Design your emails to look great on any device, using eye-catching visuals and clear product photos. Personalize them with the customer’s first name or item details.
Retargeting Ads
Sometimes, customers leave your site and never come back — unless you remind them. That’s where retargeting ads come in.
Retargeting ads help recover abandoned carts by bringing customers back who left your site without completing their purchase. Retargeting ads tend to generate significantly more engagement, often achieving click-through rates up to 10 times greater than standard display advertising.
- Use the Facebook Pixel or Google Ads retargeting to track who added items to their cart but didn’t check out.
- Show them relevant ads across social media or search engines featuring the products they left behind.
- Add an extra incentive in the ad itself: “Still thinking it over? Enjoy 10% off if you complete your purchase today!”
These ads are highly targeted and often convert better than cold traffic since the user has already shown interest.
A/B Testing
Sometimes, it’s the small things that make the biggest difference. Maybe your checkout button is in the wrong color. Or maybe your email subject line isn't engaging enough. Shopping cart optimization focuses on these details to improve the buying experience and reduce abandonment.
A/B testing allows you to compare two variations of a feature to determine which delivers better results. Test things like:
- Subject lines in your recovery emails ("Oops! You forgot something" vs. "Still thinking about this?")
- CTA button colors and wording (“Complete Your Order” vs. “Get It Now”)
- Timing of emails (1 hour vs. 3 hours after abandonment)
- Layout changes on your checkout page
- Different incentives (free shipping vs. 10% off)
Track your results and optimize based on what actually works. Every business is unique, so trying different approaches helps you discover what fits best for yours.
Case Study: Sealskin’s Abandoned Shopping Cart Recovery Success
SealSkin Covers turned their abandoned shopping cart problem into a massive growth opportunity by implementing a robust inbound and email marketing strategy.
By integrating HubSpot with their Magento store, they launched a series of targeted email campaigns — including abandoned shopping cart emails — designed to bring hesitant shoppers back to complete their purchases. These emails, along with nurturing content like blog posts, ebooks, and regular social media updates, helped guide users through the buyer journey more effectively.
The results were impressive. SealSkin saw a 1,079% increase in orders for car covers and a 52.4% boost in conversion rates. Their abandoned shopping cart recovery strategy played a key role in this turnaround, contributing significantly to $24 million in new revenue. With email and inbound campaigns alone driving a 20% increase in orders, it’s clear that a well-executed follow-up strategy can be a game-changer in ecommerce.
Conclusion: Turn Abandonment into Opportunity
Cart abandonment is frustrating, but it’s also full of opportunity. Remember, people who abandon their carts were already interested. That’s half the battle won. You can recover abandoned carts by making the right changes. With the right adjustments — like simplifying checkout, offering better payment options, and following up via email — you can recover many of those lost sales.
If it feels overwhelming, you can also hire an ecommerce marketing agency to help you create and manage an effective recovery strategy.
Start with one or two fixes today. Monitor your progress. Test what works. Over time, you’ll see your cart recovery rate improve, and your sales grow.
FAQs:
What is shopping cart abandonment?
Shopping cart abandonment occurs when customers select items to buy online but exit the website without finalizing their purchase.
Why do customers abandon their online shopping carts?
Customers abandon their online shopping carts for many reasons, like unexpected extra costs, complicated checkout steps, needing to create an account, or just getting distracted and not coming back.
How can I calculate my shopping cart abandonment rate?
Shopping cart abandonment rate can be calculated using this simple formula:
Abandonment Rate = (1 - (Completed Purchases ÷ Shopping Carts Created)) × 100
This tells you the percentage of people who added items to their cart but didn’t finish the purchase.
What is a good shopping cart abandonment rate?
A “good” shopping cart abandonment rate really depends on your industry, but here are some general benchmarks:
- Average across all industries: Around 70%
- Retail (ecommerce): Around 68–72%
- Fashion: Often higher, around 75%
- Travel and booking sites: Can go up to 80%
If your abandonment rate is lower than 60%, you’re doing great! If it’s higher than 75%, it’s a good idea to look into ways to improve your checkout process.
How effective are abandoned cart emails?
Abandoned shopping cart emails are super effective! On average, nearly 45% of cart recovery emails are opened, and about 10% of them lead to a completed purchase.
That means just sending a friendly reminder can actually bring back lost sales—and often with minimal effort. Adding a discount or free shipping can boost those numbers even more.
What role does website design play in cart abandonment? (Focus on Ecommerce UX)
Website design plays a big role in whether customers finish their purchase or leave. If the site is confusing, slow, or hard to navigate, shoppers get frustrated and might abandon their carts.
A clean, simple, and easy-to-use design helps guide people smoothly through checkout, making it more likely they’ll complete their order. A good user experience (Ecommerce UX) keeps customers happy and reduces shopping cart abandonment.
Are high shipping costs a major reason for cart abandonment?
Yes, high shipping costs are one of the top reasons people leave their carts without buying. When extra fees pop up at checkout, it can feel like a surprise and make shoppers rethink their purchase. Keeping shipping costs clear and affordable helps reduce shopping cart abandonment.
How important is website security during checkout?
Website security during checkout is really important. Shoppers want to feel safe sharing their payment details, so having strong security builds trust and helps prevent people from abandoning their carts. Secure sites make customers more confident to complete their purchase.
Can offering guest checkout reduce shopping cart abandonment?
Yes, offering guest checkout can help reduce shopping cart abandonment. It lets customers buy without creating an account, making the process faster and easier, so they’re less likely to leave before finishing.
Can trust badges and reviews reduce shopping cart abandonment?
Yes, trust badges and reviews help build confidence. When shoppers see security seals and positive feedback, they feel safer buying, which lowers the chance they’ll abandon their cart.
