Cart abandonment
A visitor leaving the site after adding products to the basket without completing the purchase.
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Why it matters
In e-commerce, a significant share of items added to baskets is never bought. The most common reasons are surprise shipping fees, forced account creation, long checkout forms, lack of trust and limited payment options. Removing these obstacles is the most direct way to increase sales without raising ad spend.
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Example
A shop removes the requirement to register before paying, adds guest checkout and shows the shipping fee on the product page. The cart abandonment rate drops markedly.
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Common mistake
Sending discount e-mails one after another to everyone who abandons a basket. Customers learn to wait; the causes should be fixed first and reminders kept measured.
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Related terms
Related services and guides
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