What Is Cart Abandonment?
Cart abandonment is an ecommerce term that describes when a visitor on a web store leaves the checkout process before completing the purchase.
The cart abandonment rate is the ratio of the number of abandoned shopping carts to the number of initiated or completed transactions.
Although in brick and mortar stores cart abandonment rarely happens, in ecommerce it’s a widespread phenomenon that’s typical for online purchasing behavior. Shopping online, after all, is not as straightforward and easy as was predicted some 20 years ago. Hence, it’s hardly surprising that, before making a purchase decision, a typical buyer consults around ten sources of information on average, such as review websites, social networks, and search results, and compares at least five different websites, spending up to 20 hours researching online.