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Shopping Cart Abandonment Rate Definition

Marketing Definitions

18 Dec 2019 • 1 min read • Austin shong

Shopping Cart Abandonment Rate Definition

What is Shopping Cart Abandonment Rate?

Shopping cart abandonment rate definition: shopping cart abandonment rate measures the percentage of people who added items to their virtual basket but left a brand’s website before making a purchase.

Shopping cart abandonment rates are calculated based on a few factors:

  • Customer initiation: how many people added an item to their basket
  • Complete purchases: how many people completed the process
  • Incomplete purchases: how many people left before buying

The calculation then runs as follows:

  • Customer initiation – complete purchases = incomplete purchases
  • Incomplete purchases / customer initiations x 100 = abandonment rate

Here is a hypothetical example.

  • 50,000 people add items to their Nordstrom basket.
  • 10,000 of them complete the purchase.
  • 50,000 – 10,000 = 40,000
  • There are 40,000 incomplete purchases.
  • 40,000 / 40,000 x 100 = 80%
  • Nordstrom has a shopping cart abandonment rate of 80%.

Shopping cart abandonment rates are typically quite high; the ecommerce average is between 60% and 80%.


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