The average abandoned cart rate is 83.36% across the ecommerce stores we studied, with mobile shoppers abandoning 84.96% of carts and desktop shoppers abandoning 80.39%. Fitness equipment stores see the highest rate at 96.27%, and pet care stores see the lowest at 51.10%. We studied cart abandonment by industry, device, traffic channel, AI assistant, order value, and checkout stage.
Key takeaways:
- The average abandoned cart rate rose 2.46 percentage points in a year, from 80.89% in 2025 to 83.36% in 2026.
- Mobile shoppers abandon carts 4.57 percentage points more often than desktop shoppers.
- 62.11% of shoppers who add an item to their cart never start checkout.
- Shoppers who arrive from affiliate links abandon 12.24 percentage points less often than the average shopper.
- Visitors from AI assistants abandon 9.81 percentage points less often than visitors from paid social ads.
- Stores with an average order of $250 or more lose 90.18% of carts.
Average Abandoned Cart Rate by Industry
Abandonment ranges from 51.10% to 96.27% across the 12 industries below.
| Industry | Example products | Cart abandonment rate | Average order value |
|---|---|---|---|
| Fitness equipment | Treadmills, home gym machines | 96.27% | $2,487 |
| Apparel and accessories | Sweaters, handbags, jeans | 91.75% | $97 |
| Industrial and B2B supplies | Wholesale and business supplies | 81.99% | $1,109 |
| Beauty and personal care | Skincare, makeup, hair care | 79.81% | $74 |
| Luxury and jewelry | Watches, fine jewelry | 78.67% | $310 |
| Baby and parenting products | Baby carriers, wraps | 78.47% | $148 |
| Home and furniture | Sofas, bedding, décor | 77.89% | $250 to $295 |
| Multi-brand retail | Department stores, marketplaces | 76.68% | $83 |
| Food and beverage | Coffee, snacks, meal kits | 75.00% | $84 |
| Health and wellness products | Hearing aids, compression socks | 74.09% | $185 |
| Consumer goods | Household and cleaning supplies | 67.92% | $127 |
| Pet care | Pet food, flea and tick treatment | 51.10% | $66 |
Key findings:
- Apparel shoppers use the cart as a fitting room. They add 11.43 items for every order they place, almost three times the 4.00 for health and wellness shoppers. We believe shoppers add several sizes and colors, then buy one, which explains a 91.75% rate on a $97 average order.
- High-ticket shoppers use the cart to check the delivered price. The three industries with average orders above $300 all lose more than 78% of carts, and fitness equipment shoppers add to cart 26.85 times for every order. Our read is that shoppers add a $2,487 machine to see shipping, assembly, and financing, then leave to compare.
- Repeat purchases lower abandonment. Pet care and consumer goods lose the fewest carts, most likely because shoppers reorder the same food and household supplies at a price they already know.
How Abandonment Changed by Industry From 2025 to 2026
Abandonment rose in 6 of the 12 industries from 2025 to 2026.
| Industry | 2026 | 2025 | Change | Average order value |
|---|---|---|---|---|
| Fitness equipment | 96.27% | 95.41% | +0.85 points | $2,487 |
| Apparel and accessories | 91.75% | 94.58% | -2.82 points | $97 |
| Industrial and B2B supplies | 81.99% | 87.31% | -5.32 points | $1,109 |
| Beauty and personal care | 79.81% | 80.98% | -1.17 points | $74 |
| Luxury and jewelry | 78.67% | 80.63% | -1.96 points | $310 |
| Baby and parenting products | 78.47% | 75.69% | +2.78 points | $148 |
| Home and furniture | 77.89% | 78.77% | -0.88 points | $250 to $295 |
| Multi-brand retail | 76.68% | 76.13% | +0.55 points | $83 |
| Food and beverage | 75.00% | 74.13% | +0.87 points | $84 |
| Health and wellness products | 74.09% | 61.93% | +12.15 points | $185 |
| Consumer goods | 67.92% | 63.98% | +3.94 points | $127 |
| Pet care | 51.10% | 52.98% | -1.88 points | $66 |
| All stores we studied | 83.36% | 80.89% | +2.46 points | $198 |
Key findings:
- Health and wellness shoppers added more and bought less. Add-to-cart actions rose 35.97% year over year while orders fell 21.04%, which drove the 12.15-point jump.
- Apparel stores turned more carts into orders. Add-to-cart actions fell 29.61% and orders rose 68.99%. We think shoppers arrived with clearer intent and stopped using the cart to browse.
- Luxury, beauty, and home stores lost fewer carts. Luxury and jewelry, beauty and personal care, and home and furniture each fell 0.88 to 1.96 points. We believe wider use of express checkout and monthly payments in these categories explains the drop.
- Fitness equipment shoppers researched more. Add-to-cart actions rose 20.19% while orders held nearly flat, down 2.28%.
Cart Abandonment Rate by Device
Mobile and tablet shoppers abandon carts more often than desktop shoppers.
| Device | Cart abandonment rate | Difference from desktop |
|---|---|---|
| Desktop | 80.39% | |
| Mobile | 84.96% | +4.57 points |
| Tablet | 85.98% | +5.59 points |
Key findings:
- Shoppers browse on mobile and buy on desktop. Mobile accounts for 65.11% of add-to-cart actions, and desktop completes 53.48% of purchases. We believe many shoppers fill a cart on their phone and return on a computer to pay, which records a mobile abandonment and a desktop sale.
- Express payment helps most on small screens. Typing a card number and a shipping address on a phone is the slowest part of a mobile checkout, and mobile shoppers already leave most often.
Cart Abandonment Rate by Traffic Channel
Shoppers from some channels finish checkout far more often than shoppers from others.
| Traffic channel | Cart abandonment rate |
|---|---|
| Affiliates | 71.12% |
| Direct | 78.96% |
| 81.99% | |
| AI assistants | 83.42% |
| Organic search | 85.13% |
| Paid search and Performance Max | 85.21% |
| Paid shopping (Google Shopping) | 87.59% |
| Referral | 88.24% |
| SMS | 91.48% |
| Organic social | 92.93% |
| Paid social | 93.23% |
Key findings:
- Social media shoppers use the cart as a bookmark. Paid and organic social shoppers abandon about 93% of carts. A shopper who clicks an ad in a feed was not looking for the product a minute earlier, so the cart saves it for later.
- Paying for the click does not change intent. Paid search and organic search visitors abandon carts at nearly identical rates, 85.21% and 85.13%, because both searched for the product first.
- Texts reach shoppers at the wrong moment. SMS shoppers abandon 9.49 percentage points more carts than email shoppers. We think texts reach shoppers on their phones mid-task, where they tap through, add to cart, and move on.
Cart Abandonment Rate for AI Assistant Visitors
Shoppers who arrive from ChatGPT, Gemini, Perplexity, Copilot, and Claude abandon carts at 83.42%.
| Metric | 2025 | 2026 |
|---|---|---|
| AI assistant sessions | 34,091 | 99,896 |
| AI assistant share of ecommerce sessions | 0.09% | 0.29% |
Key findings:
- AI shoppers arrive with a shortlist. AI assistant visitors abandon carts 1.71 percentage points less often than organic search visitors. We think the assistant has already compared products and named a pick, so these shoppers behave like affiliate review visitors.
- ChatGPT sends nearly every AI shopper. ChatGPT accounts for 94.27% of AI assistant sessions and 95.86% of AI assistant purchases.
- AI traffic is small and growing fast. Sessions from AI assistants grew 193.02% in a year. We expect AI assistants to become one of the lower-abandonment channels as their share grows.
Cart Abandonment Rate by Average Order Value
Stores with the most expensive orders lose the most carts.
| Average order value | Cart abandonment rate |
|---|---|
| Under $100 | 82.19% |
| $100 to $249 | 77.32% |
| $250 and up | 90.18% |
Key findings:
- Abandonment follows a U shape by order size. Mid-priced stores ($100 to $249) lose the fewest carts at 77.32%.
- Shipping costs weigh most on small orders. A $10 shipping fee adds about 10% to a $97 order and 4% to a $250 order, which we believe explains the 4.87-point higher rate below $100.
- Comparison shopping drives the high-ticket rate. Stores at $250 and up lose 12.86 percentage points more carts than mid-priced stores as shoppers leave to compare prices and financing.
Where Shoppers Abandon Their Carts
Most abandoned carts never reach the checkout page.
| Checkout stage | Share of shoppers who leave |
|---|---|
| Added to cart but never started checkout | 62.11% |
| Started checkout but never completed the purchase | 52.04% |
Key findings:
- The cart page loses more shoppers than the checkout form. 62.11% of shoppers never start checkout, so shipping costs, delivery dates, and payment options belong on the cart page.
- Checkout still loses half of the shoppers who start it. 52.04% of shoppers who begin checkout leave before paying, which points to the form itself.
Abandoned Cart Recovery Email Rates
Abandoned cart emails give stores a second chance at shoppers who leave.
| Abandoned cart email metric | Average | Top 10% of senders |
|---|---|---|
| Click rate | 6% | 11.3% |
| Revenue per recipient | $6.77 | $13.70 |
Key findings:
- Top-performing senders earn 2.02 times as much revenue per abandoned cart email as the average sender.
- Email shoppers in our data abandon carts at 81.99%, 1.37 percentage points below the overall average, so recovered shoppers still need a short checkout to finish.
Why Shoppers Abandon Their Carts
42% of shoppers who abandon a cart were only browsing and not ready to buy. Shoppers who planned to buy give the reasons below, and each one maps to a fix in the next section.
| Reason shoppers give for leaving | Share of shoppers | Fix |
|---|---|---|
| Extra costs too high (shipping, taxes, fees) | 40% | Show shipping, taxes, and fees before checkout |
| Delivery too slow | 20% | Show an estimated delivery date at checkout |
| Did not trust the site with card details | 19% | Show security badges and the return policy next to payment |
| Site required an account | 18% | Offer guest checkout |
| Checkout too long or complicated | 17% | Cut checkout to 12 to 14 form fields |
| Website errors or crashes | 17% | Fix checkout usability problems |
| Returns policy not good enough | 13% | Show the return policy next to payment |
| Could not see the total cost up front | 12% | Show shipping, taxes, and fees before checkout |
| Credit card declined | 10% | Add express checkout |
| Not enough payment methods | 9% | Add express checkout and monthly payments |
Key findings:
- Shoppers learn key details too late. Extra costs, slow delivery, and a hidden total cost account for three of the top eight reasons. A store can fix all three by showing the information on the product and cart pages.
- Trust breaks at the payment step. Distrust of the site (19%) and a weak returns policy (13%) both come up when shoppers reach the card form, so security and return details belong next to the payment fields.
How to Reduce Cart Abandonment
Each change below lowers cart abandonment by up to the amount shown, measured from our 83.36% average.
| Do this | What it fixes | Cuts cart abandonment by up to |
|---|---|---|
| Add Shop Pay, Apple Pay, or Google Pay express checkout | Typing card and address details on a phone | 8.32 percentage points |
| Show shipping, taxes, and fees before checkout | Surprise costs, the top reason shoppers leave (40%) | 7.88 percentage points |
| Fix checkout usability problems | Confusing steps, form errors, and unclear buttons | 5.82 percentage points |
| Show an estimated delivery date at checkout | Slow or unclear delivery (20%) | 3.94 percentage points |
| Show security badges and the return policy next to payment | Distrust of the site with card details (19%) | 3.74 percentage points |
| Offer guest checkout | Forced account creation (18%) | 3.54 percentage points |
| Cut checkout to 12 to 14 form fields | A long or complicated checkout (17%) | 3.35 percentage points |
| Send an abandoned cart email sequence | Shoppers who leave and forget to come back | 2.77 percentage points |
| Offer monthly payments on orders of $250 or more | A high upfront price | 1.83 percentage points |
The changes overlap, so their effects do not add together. A store that adds express checkout and shows full costs up front fixes the two largest causes in the table.
Cart Abandonment Rate Trend, 2025 vs. 2026
The average abandoned cart rate rose from 80.89% in 2025 to 83.36% in 2026 across the stores we studied.
Key findings:
- A few large moves drove the overall rise. Four of the eight brands in our study saw abandonment rise, by an average of 9.78 percentage points, and the other four fell by an average of 4.86 points.
What a Good Cart Abandonment Rate Looks Like
Use these benchmarks, drawn from the 23 storefronts in our study, to grade your own store.
- Strong: below 71.09%, the top quarter of stores in our study.
- Typical: about 77.82%, the median store.
- Needs work: above 94.79%, the bottom quarter of stores.
- High-ticket stores ($250 and up): below 90.18% is better than average for stores in this price range.
- Industry-wide: studies of ecommerce checkouts put the average at 70.22%, about 13 percentage points below our figure, because our method counts every add-to-cart action (see below).
How These Figures Are Calculated
- Cart abandonment rate = (1 − purchases ÷ add-to-cart actions) × 100
- Checkout abandonment rate = (1 − purchases ÷ checkouts started) × 100
- Year-over-year change = 2026 cart abandonment rate − 2025 cart abandonment rate, in percentage points
- Reduction from a change = published conversion lift × our 16.64% purchase rate, or the share of shoppers who name a reason × the 19.71 of every 100 add-to-carts that start checkout and leave
Each brand counts equally in the averages, so one high-traffic store does not set the result. A shopper who adds two items in one visit counts as two add-to-cart actions, which is why our averages run higher than surveys that count each cart once.
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About the Data
This study covers 32,727,263 sessions, 2,476,191 add-to-cart actions, 413,512 purchases, $82,079,059 in revenue, and 99,896 AI assistant sessions across 23 storefronts from 8 ecommerce brands from November 2025 through October 2026, compared against the same stores from November 2024 through October 2025.
Sources
(10)
- Focus Digital Cart Abandonment Study, 2026. Google Analytics 4 ecommerce data from 23 storefronts across 8 brands in fitness equipment, apparel and accessories, baby and parenting products, health and wellness products, and industrial supplies. 2026 figures cover November 2025 through October 2026, and 2025 figures cover November 2024 through October 2025. We removed stores with broken add-to-cart or purchase tracking and stores that send most shoppers straight to checkout without a cart. AI assistant visits are sessions whose source is ChatGPT, Gemini, Perplexity, Copilot, or Claude. Industry rates and average order values for categories outside our client base are compiled from the published benchmarks below and aligned to the same periods with Focus Digital modeling.
- Baymard Institute, Cart Abandonment Rate Statistics
- Klaviyo, Abandoned Cart Benchmarks (3.33% placed order rate for abandoned cart flows)
- Dynamic Yield, Cart Abandonment Rate Benchmarks, October 2025 to September 2026 (beauty and personal care, luxury and jewelry, home and furniture, multi-brand retail, food and beverage, consumer goods, and pet care)
- Baymard Institute, Checkout Usability Research (35% conversion lift from better checkout design)
- Shopify, Shop Pay Checkout (up to 50% conversion lift over guest checkout)
- Klarna, MCM Case Study (11% conversion lift from monthly payments)
- ClickPost, Average Order Value by Industry (luxury and jewelry and pet care average order values, trailing 12 months)
- Eightx, Average AOV by Ecommerce Vertical (beauty and personal care, home and furniture, and food and beverage average order values)
- UpCounting, Average Ecommerce Cart Abandonment Rate, 2025 (2025 industry rates from Dynamic Yield)
