Three-Quarters of the World's Shopping Carts Are Abandoned - eMarketer

Newsletters Sign-Up

Plans & Pricing

Does My Company Subscribe?

Three-Quarters of the World's Shopping Carts Are Abandoned

Retailers are looking at ways to overcome shopping cart abandonment

May 17, 2016

Retailers are continually tackling shopping cart abandonment, but according to Q1 2016 research, the digital shopping cart abandonment rate is high worldwide, at 74.3%.

Digital Shopping Cart Abandonment Rate for Brands Worldwide, by Region, Q1 2016

Data from SaleCycle, which represents activity among the company’s clients, revealed that Asia-Pacific has the highest abandonment rate in the world, at 75.9%—though no region differed from the global average by more than 2.8 percentage points.

By and large, retailers are constantly looking at ways to overcome shopping cart abandonment. According to research from Listrak, more top 1,000 retailers have sent a shopping cart abandonment message in 2015 compared to prior years.

Tactics* Used by US Merchants to Market to Shopping Cart Abandoners, 2015 & 2016 (% of respondents)

Additionally, US merchants are using retargeting to reach shopping cart abandoners. In fact, Multichannel Merchant found that more than half of US companies, including B2B merchants and retailers, said they used retargeting for this purpose.

This makes abandoned shopping carts a reason to have another touchpoint with customers—and the success rates of triggered emails based on abandoned carts, for example, also suggest abandoned carts can be a positive.

Why buy an eMarketer corporate subscription?

Learn more about eMarketer data and insights »


  • Go beyond the articles:

    eMarketer Products

    You've never experienced research like this.

  • Hear from our clients:

    Customer Stories

    Nearly all Fortune 500 companies rely on us.

  • Want to learn more?

    Contact Us

    Inquire about corporate subscriptions today.