The news: Cart abandonment is common among online shoppers, but leaving purchases unfinished isn’t always a sign of lost purchase interest.

Seventy-seven percent of US Gen Zers and 65% of all US online shoppers abandon carts at least somewhat often, per CivicScience. Four in 10 Gen Zers do so very often, ahead of all other generations.

• 39% abandon carts because of second thoughts or unexpected shipping costs, fees, or taxes.
• 33% aren’t actually walking away—they’re using shopping carts as a way to bookmark items or make temporary wishlists that they plan to return to and buy later.
• 26% found the item, or one similar, for a better price somewhere else.

But results are mixed on retailers sending reminder emails about products left behind.

• 51% of shoppers say a reminder would have no impact, and 17% say it would make them less likely to return and buy.
• However, 32% say a cart reminder would make them more likely to return and complete a purchase, rising to 49% among frequent cart abandoners.

What it means: Abandoned carts aren’t always lost sales, and retailers may better convert shoppers by tailoring recovery strategies to different stages of consideration and addressing specific purchase barriers.

• Clear pricing and shipping information on product pages and in promotions can reduce confusion or last-minute checkout friction, especially for shoppers leaving over unexpected fees.
• Consumers who use carts as wishlists could benefit from personalized messaging and recommendations that help them get excited about a prospective purchase without requiring immediate action.

Recommendations for marketers: Combine cart behavior with purchase history, consented customer data, traffic sources, and, when possible, zero-party survey data on why cart abandonments occur to help differentiate between shoppers who need more information or a better price and those who simply need a reminder.

Lean on frequency management and relevant messaging, such as selective SMS reminders or nudges triggered only by promotions or price drops, to help convert potential customers without adding unnecessary pressure, especially ahead of holiday shopping.

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