Cart Abandonment Statistics: Why Customers Drop Off and How to Recover Lost Sales 

Cart abandonment remains one of the most persistent challenges in ecommerce. According to the Baynard Institute, the average abandonment rate across all industries is 69.99%1. That means nearly seven out of every ten online shoppers add items to their cart but never complete the purchase.  

While some drop-off is expected, particularly from casual browsers, many abandonments are preventable. Shipping costs, slow delivery estimates, and complicated checkout flows continue to be the leading causes. By addressing these pain points, retailers can recover a significant share of lost revenue.  

Why Customers Abandon Carts 

Baynard’s research highlights the most common reasons customers abandon their carts after beginning checkout (1): 

• Unexpected extra costs (shipping, taxes, fees): 47% 

• Being forced to create an account: 25% 

• Delivery was too slow: 19% 

• Checkout process was too long or too complicated: 18% 

• Couldn’t see total order cost upfront: 17% 

• Website errors or crashes: 13% 

• Didn’t trust the site with payment information: 12% 

The most common issue by far is shipping-related friction. Nearly half of all shoppers abandon their cart when delivery fees, taxes, or handling charges appear too late in the process.  

How to Optimise Checkout and Reduce Abandonment 

Reducing cart abandonment starts with removing the common friction points in your checkout flow. These improvements don’t require complex redevelopment – in fact, some of the most impactful changes are relatively simple to implement.  

1. Display Shipping Costs Upfront Customers are more likely to convert when shipping costs are clearly communicated early in the journey. Include estimated delivery fees on product and cart pages to avoid last-minute surprises. If using live courier pricing, consider showing default estimates based on location or basket value.  

2. Introduce Free Shipping Thresholds Free delivery remains one of the most powerful conversion drivers. Offering free shipping on orders over a certain value not only reduces abandonment but also lifts average order value. Reinforce this during checkout with a visible progress bar (“You’re £10 away from free delivery”).  

3. Allow Guest Checkout One in four shoppers abandon their cart when they’re forced to create an account. Offering a guest checkout option allows you to reduce friction while still giving customers the option to sign up after purchase.  

4. Streamline the Checkout Flow A lengthy or confusing process is a key reason for drop-off. Limit form fields, use address autofill, support express payment methods like Apple Pay or PayPal, and make the process intuitive. Baynard recommends limiting checkout to no more than 12-14 form elements for optimal usability (2).  

5. Be Transparent About Delivery Timelines Set clear expectations by showing estimated delivery dates before payment. Whether standard or express, delivery transparency can help reduce hesitation and build trust, particularly during peak shopping periods.   

6. Reinforce Trust Signals 12% of shoppers drop off because they don’t feel confident submitting payment. Add trust badges, security icons, visible return policies, and social proof (like reviews) near your call to action. This is especially important for first-time visitors.   

A/B Testing Strategies for Checkout and Shipping 

Once you’ve addressed the fundamentals, testing small variations can reveal what resonates most with your audience. Here are three useful A/B tests to consider: 

• Test 1: Shipping Thresholds 

  Try different free shipping thresholds - £40 vs £50 vs £60 - and measure their impact on conversion rate and average order value. The optimal balance varies by product category and customer base.   

• Test 2: Flat Rate vs Real-Time Shipping 

  Some shoppers prefer the simplicity of a flat-rate delivery fee, while others respond better to dynamic courier pricing. Test both models and review which performs best across devices and locations. 

•  Test 3: Delivery Estimate Visibility 

  Test the impact of displaying estimated delivery dates in the cart (e.g. “Arrives by Thursday 18 July”) versus only on the checkout page. Early visibility often reduces uncertainty and improves conversion. 

Final Thoughts 

With nearly 70% of carts abandoned, even a modest reduction in drop-off can unlock a significant increase in revenue. The most common friction points – shipping costs, account creation, delivery uncertainty – can all be address with clear messaging, simplified flows, and trust-building tactics. 

Being transparent, flexible, and customer-focused at the most critical point in the journey, brands can turn more baskets into completed sales.  

Voila helps eCommerce teams reduce cart abandonment with real-time delivery pricing, free shipping logic, and fully optimised shipping flows. If you’re ready to increase conversions and recover lost revenue, we can help.  

1 Cart Abandonment Rate Statistics 

2 Ecommerce Checkout Usability Benchmark