Why 68% of users abandon their cart

We have now tracked the global average cart abandonment rate for 12 years. Sadly, little has improved in those years, and the average cart abandonment rate currently sits at 68.8%. Stop for a second to consider that: after having gone through the trouble of finding a product and adding it to their cart, a whopping 2 out of 3 users choose to abandon their purchase.
Weโ€™re therefore launching a completely revised version of our Checkout Usability study. This new usability study is the result of 7 years worth of e-commerce checkout research โ€“ testing live production sites of major brands with real end-users โ€“ to figure out why those 68.8% of shopping carts are abandoned, and what e-commerce sites can do to improve this abysmal statistic.

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