Key number: 70.22%. Average documented cart abandonment rate across 50 studies.
The data
</text><rect%20x='20'%20y='42'%20width='840'%20height='22'%20fill='%23EFEFEA'/><rect%20x='20'%20y='42'%20width='672.0'%20height='22'%20fill='%23FED430'%20stroke='%231C1C1C'%20stroke-width='2.5'/><text%20x='878'%20y='61'%20font-size='24'%20font-weight='700'%20fill='%231C1C1C'>40%</text><text%20x='20'%20y='96'%20font-size='21'%20fill='%231C1C1C'>Delivery%20was%20too%20slow</text><rect%20x='20'%20y='106'%20width='840'%20height='22'%20fill='%23EFEFEA'/><rect%20x='20'%20y='106'%20width='336.0'%20height='22'%20fill='%2377776F'/><text%20x='878'%20y='125'%20font-size='24'%20font-weight='700'%20fill='%231C1C1C'>20%</text><text%20x='20'%20y='160'%20font-size='21'%20fill='%231C1C1C'>Did%20not%20trust%20the%20site%20with%20card%20details</text><rect%20x='20'%20y='170'%20width='840'%20height='22'%20fill='%23EFEFEA'/><rect%20x='20'%20y='170'%20width='319.2'%20height='22'%20fill='%2377776F'/><text%20x='878'%20y='189'%20font-size='24'%20font-weight='700'%20fill='%231C1C1C'>19%</text><text%20x='20'%20y='224'%20font-size='21'%20fill='%231C1C1C'>Site%20required%20creating%20an%20account</text><rect%20x='20'%20y='234'%20width='840'%20height='22'%20fill='%23EFEFEA'/><rect%20x='20'%20y='234'%20width='302.4'%20height='22'%20fill='%2377776F'/><text%20x='878'%20y='253'%20font-size='24'%20font-weight='700'%20fill='%231C1C1C'>18%</text><text%20x='20'%20y='288'%20font-size='21'%20fill='%231C1C1C'>Checkout%20was%20too%20long%20or%20complicated</text><rect%20x='20'%20y='298'%20width='840'%20height='22'%20fill='%23EFEFEA'/><rect%20x='20'%20y='298'%20width='285.6'%20height='22'%20fill='%2377776F'/><text%20x='878'%20y='317'%20font-size='24'%20font-weight='700'%20fill='%231C1C1C'>17%</text><text%20x='20'%20y='352'%20font-size='21'%20fill='%231C1C1C'>Site%20had%20errors%20or%20crashed</text><rect%20x='20'%20y='362'%20width='840'%20height='22'%20fill='%23EFEFEA'/><rect%20x='20'%20y='362'%20width='285.6'%20height='22'%20fill='%2377776F'/><text%20x='878'%20y='381'%20font-size='24'%20font-weight='700'%20fill='%231C1C1C'>17%</text><text%20x='20'%20y='416'%20font-size='21'%20fill='%231C1C1C'>Return%20policy%20was%20unsatisfactory</text><rect%20x='20'%20y='426'%20width='840'%20height='22'%20fill='%23EFEFEA'/><rect%20x='20'%20y='426'%20width='218.4'%20height='22'%20fill='%2377776F'/><text%20x='878'%20y='445'%20font-size='24'%20font-weight='700'%20fill='%231C1C1C'>13%</text><text%20x='20'%20y='480'%20font-size='21'%20fill='%231C1C1C'>Total%20order%20cost%20was%20not%20clear%20upfront</text><rect%20x='20'%20y='490'%20width='840'%20height='22'%20fill='%23EFEFEA'/><rect%20x='20'%20y='490'%20width='201.6'%20height='22'%20fill='%2377776F'/><text%20x='878'%20y='509'%20font-size='24'%20font-weight='700'%20fill='%231C1C1C'>12%</text><text%20x='20'%20y='544'%20font-size='21'%20fill='%231C1C1C'>Card%20was%20declined</text><rect%20x='20'%20y='554'%20width='840'%20height='22'%20fill='%23EFEFEA'/><rect%20x='20'%20y='554'%20width='168.0'%20height='22'%20fill='%2377776F'/><text%20x='878'%20y='573'%20font-size='24'%20font-weight='700'%20fill='%231C1C1C'>10%</text><text%20x='20'%20y='608'%20font-size='21'%20fill='%231C1C1C'>Not%20enough%20payment%20methods</text><rect%20x='20'%20y='618'%20width='840'%20height='22'%20fill='%23EFEFEA'/><rect%20x='20'%20y='618'%20width='151.2'%20height='22'%20fill='%2377776F'/><text%20x='878'%20y='637'%20font-size='24'%20font-weight='700'%20fill='%231C1C1C'>9%</text><text%20x='20'%20y='672'%20font-size='21'%20fill='%231C1C1C'>Unsure%20why</text><rect%20x='20'%20y='682'%20width='840'%20height='22'%20fill='%23EFEFEA'/><rect%20x='20'%20y='682'%20width='117.6'%20height='22'%20fill='%2377776F'/><text%20x='878'%20y='701'%20font-size='24'%20font-weight='700'%20fill='%231C1C1C'>7%</text></svg>)
- 42% of US online shoppers abandoned a cart because they were just browsing or not ready to buy. The reasons above exclude that group.
- The bars add up to more than 100% because shoppers could name more than one reason.
The numbers in a table
| Item | Percent naming the reason |
|---|---|
| Extra costs were too high (shipping, taxes, fees) | 40% |
| Delivery was too slow | 20% |
| Did not trust the site with card details | 19% |
| Site required creating an account | 18% |
| Checkout was too long or complicated | 17% |
| Site had errors or crashed | 17% |
| Return policy was unsatisfactory | 13% |
| Total order cost was not clear upfront | 12% |
| Card was declined | 10% |
| Not enough payment methods | 9% |
| Unsure why | 7% |
What it means for your store
The leading reason, extra costs, is one a store controls. Show shipping and tax early, offer guest checkout (18% left over a required account) and keep the form short (17% found checkout too long or complicated).
About these numbers
The reasons add up to 182% because shoppers could name more than one. Baymard can revise its list.
Sources
- Baymard Institute, cart abandonment rate statistics. Page updated September 22, 2025. The 70.22% average is calculated from 50 studies.