Shopping Cart Abandonment Rate

What is Shopping Cart Abandonment Rate

Shopping Cart Abandonment Rates are calculated looking at the number of customers that started the checkout process, but dropped out without finalizing a purchase.

Why does Shopping Cart Abandonment Rate matter

Nearly 70% of shopping carts are abandoned in online stores, so looking at this metric and trying to reduce the number of abandoned items is a very important metric for DTC brands that they should pay attention to. High cart abandonment rates could mean a number of things, amongst which a broken checkout process, too few payment options or frustrating user experience. It could also give cues on sales processes or funnels, and offer insight into optimization tactics.