An Abanonded Shopping Cart is a virtual shopping cart that had at least one item in it but where the customer did not make a purchase.

There are several factors that may cause a customer to abandon their shopping cart:

  • Complicated checkout process
  • Unexpected fees at time of checkout
  • Lost of trust during shopping or checkout process
  • Technical error during checkout
  • Lengthy customer account registration process
  • Failure to provide the feature the customer wanted for that product
  • Failure to provide the payment option desired by the customer
  • Slow page load times
  • Difficult checkout process for mobile devices
  • Lack of inventory

Abandonment Rate measures the relationship between abandoned carts and successful completed orders.