Definition: Cart abandonment occurs when a shopper adds items to their online shopping cart but leaves the website without completing the purchase. In e-commerce, cart abandonment is a significant issue, as it represents lost potential sales and often indicates obstacles in the checkout process or issues with user experience.
Cart abandonment is typically tracked by e-commerce platforms using cookies or session data, which recognize when a customer adds products to their cart but does not complete the checkout. Many platforms calculate a cart abandonment rate, which is the percentage of shoppers who leave without purchasing relative to the number of carts created. High cart abandonment rates may signal problems in areas like payment options, checkout complexity, or unexpected costs.
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