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.
