Cart abandonment benchmarks · 2026
70.2%
Global average, all ecommerce categories
Lower is better. Mobile checkout friction is the #1 driver of high abandonment rates.
Mobile 84% Tablet 80% Desktop 70%Travel has highest abandonment due to price comparison behavior. Grocery has lowest due to necessity purchasing.
| Segment | Median | P25 (Bottom) | P75 (Top) | Elite |
|---|---|---|---|---|
| Travel & Hospitality | 87% | 78% | 94% | - |
| Fashion & Apparel | 79% | 68% | 88% | - |
| Electronics | 76% | 64% | 85% | - |
| Home & Garden | 74% | 62% | 83% | - |
| Health & Beauty | 72% | 60% | 81% | - |
| Sporting Goods | 77% | 66% | 86% | - |
| Grocery / Food | 60% | 48% | 72% | - |
| Software / SaaS | 64% | 52% | 75% | - |
Lower is better. Emerging markets see higher abandonment driven by payment friction, trust gaps, and limited payment method support.
North America (US + Canada) 74% Western Europe 72% Asia Pacific (excl. South Asia) 78% Latin America 82% MENA 80% Sub-Saharan Africa 84% South Asia (India + BD + PK) 82%North America and Western Europe have lowest abandonment due to mature payment infrastructure and higher trust. Sub-Saharan Africa sees the highest abandonment driven by payment friction.
| Segment | Median | P25 (Bottom) | P75 (Top) | Elite |
|---|---|---|---|---|
| North America (US + Canada) | 74% | 64% | 83% | - |
| Western Europe | 72% | 62% | 81% | - |
| Asia Pacific (excl. South Asia) | 78% | 68% | 86% | - |
| Latin America | 82% | 72% | 89% | - |
| MENA | 80% | 70% | 88% | - |
| Sub-Saharan Africa | 84% | 74% | 91% | - |
| South Asia (India + BD + PK) | 82% | 72% | 89% | - |
Recovery rate = percentage of abandoned carts recovered per channel. Email + SMS combined is the highest-performing recovery approach.
| Segment | Median | P25 (Bottom) | P75 (Top) | Elite |
|---|---|---|---|---|
| Email Recovery Sequence | 10% | 4% | 18% | - |
| SMS Recovery | 8% | 3% | 14% | - |
| Push Notification Recovery | 5% | 2% | 9% | - |
| Email + SMS Combined | 16% | 8% | 26% | - |
| Retargeting Ads | 3% | 1% | 6% | - |
Unexpected shipping costs are the #1 abandonment driver (49% of exits). Show a free shipping threshold in the cart ("Add $12 more for free shipping"). This reduces abandonment by 10–20% AND increases AOV simultaneously.
02Required account creation drives 28% of abandonment. Remove it. Offer account creation after purchase as an opt-in, not a requirement. Brands that switch to guest checkout first see immediate 5–15% conversion rate improvement.
03Every additional checkout step costs 10–15% of remaining users. Audit your checkout flow and eliminate all optional fields. Use address autocomplete. Enable one-click payment methods (Apple Pay, Google Pay, PayPal) — these reduce mobile abandonment by 25–35%.
04Email 1 (1 hour): product reminder with clear CTA. Email 2 (24 hours): social proof — reviews, return policy, guarantees. Email 3 (72 hours): incentive — 10% off or free shipping. This sequence consistently recovers 10–15% of abandoned carts.
05A single SMS sent 30 minutes after cart abandonment (before email #1) achieves 42% open rates and 8–12% click rates. SMS recovery alone accounts for 2–4% additional cart recovery on top of email sequences.
The global average cart abandonment rate across all ecommerce is approximately 70.2%. Mobile devices see higher abandonment (84%) than desktop (70%) due to friction in the mobile checkout experience. Travel (87%) sees the highest abandonment of any category as shoppers compare prices across multiple sites before booking.
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These benchmarks are drawn from a multi-source benchmark cohort aggregated across industries and regions, covering the period Q1 2023 – Q4 2024. Figures on this page come from the Benchmarketing benchmark dataset: thousands of curated benchmark observations spanning channels, industries, and US metro areas, refreshed on a published schedule. Every statistic traces to a named source — no anonymous “studies show.” Data is sourced from:
The Benchmarketing 4-Band Method reads every marketing metric against four percentile bands — P25 (bottom quartile), median, P75 (top quartile), and elite (top ~10%) — for a specific industry and channel, instead of a single cross-industry average. Averages blend brand and non-brand campaigns, $500/month and $500,000/month accounts, and unrelated industries into a number almost nobody actually has.
Benchmarks reflect median values across large sample sets. Your industry, business model, and account maturity will cause variation. Use P25/P75 ranges to understand realistic distribution.
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