Breaking Down Shopping Cart Abandonment: Part I Who’s Abandoning?


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There is no doubt that shopping cart abandonment is a growing eCommerce concern. Our research shows that a whopping 72% of website visitors who add items to their shopping carts ultimately abandon those carts without making a purchase.

In this blog series, I’ll discuss the findings from our extensive study of online behavior, including research performed by SeeWhy as well as third parties. I want to help you understand why some customers buy online and why others don’t. And I want to provide you with key takeaways that can help significantly reduce your shopping cart abandonment.

So, Who’s abandoning?

One of the first questions raised by shopping cart abandonment is who, exactly, are the abandoners?


It turns out that the typical abandoner earns more than the average income, holds a college degree, and has been shopping online longer than non-abandoners. The average abandoner spends 19% more each year, compared to visitors who don’t abandon.

Taking a closer look at the abandoner population reveals some interesting gender-related patterns as well. For instance, males are likely to compare prices and less likely to abandon. Females, on the other hand, are likely to save products for later, take longer to buy and are even more sensitive to shipping and handling costs.

Whats your experience with shopping cart abandon? What are some reasons you’ve abandoned in the past?

You can also check out our full Infographic posted on Multichannel Merchant.

Can’t wait to find out more? Download our free eBook on The Science of Shopping Cart Abandonment.

Republished with author's permission from original post.

Charles Nicholls
Charles Nicholls is a social commerce expert and board advisor to several e-commerce startups. He founded SeeWhy, a real-time personalization and machine learning platform, which was sold to SAP. Serving as SVP of product, he built SAP Upscale Commerce, an e-commerce platform for direct-to-consumer brands and the mid-market. Today, Charles serves as chief strategy officer for SimplicityDX, a commerce experience company. He has worked on strategy and projects for leading ecommerce companies worldwide, including Amazon, eBay, Google and many others.


  1. One of the main reasons, I’ve abandoned in the past is through overly-congested web page with no clear call-to-action.

    One would do much good in being prudent regarding educating customers on what UX features are costing them sales!


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