Cart abandonment statistics
Sourced cart and checkout abandonment figures for the UK, EU, US and Canada, using 2025 and 2026 data. Most of the gap between a 70% benchmark and an 84% one comes from how each study counts, and the checkout is where you can win orders back. You get the benchmarks, the reasons shoppers give, the rules and payment changes that affect your checkout, and a check on the figures that get quoted wrongly.
Data to November 2026 · Last reviewed 14 November 2026
01
Why the benchmarks differ
The spread from 63% to 84% comes mostly from definitions. Know which one you are looking at before you set a target.
Definitions
Cart abandonment
1 minus completed purchases divided by carts created (Baymard) or add-to-cart events (DRIP). It includes people who were never going to buy.
Checkout abandonment
1 minus purchases divided by shoppers who began checkout. DRIP uses purchases divided by begin_checkout events. It is lower than cart abandonment and is the part you can fix.
Item-level and session-level
Dynamic Yield's panel is described as the share of items left in carts and not bought, so a shopper who buys one of three items still leaves two behind. GA4 based benchmarks (DRIP, Littledata) count sessions.
Mean and median
The mean of a panel can sit far from the typical brand. DRIP's mean cart abandonment is 74.2% and its median is 83.5%.
Survey and behavioural
Payments Canada, Sendcloud, Elavon and Canada Post record what people say. Dynamic Yield, DRIP, Salesforce and uptain record what happened on sites.
Cross-device
DRIP does not link a cart started on a phone to a purchase made on a desktop, which raises mobile abandonment and lowers desktop.
The global baseline
Four sources, four methods. Each sits in its own card.
Confirmed
70.22%
Baymard: mean cart abandonment, 50 studies
2006 to 2025, range 55.00% to 84.27%, median 71.20% (our calculation). The six newest studies, from 2021 to 2025, average 73.26% (our calculation).
Source: Baymard Institute
Confirmed
77.38%
Dynamic Yield: 12 months to September 2026
400+ brands and about 200 million monthly users, items left in carts and not bought. Dynamic Yield benchmark page as archived on 12 October 2026. The live page now redirects to Mastercard.
Source: Dynamic Yield benchmark page (archived 12 October 2026)
Confirmed
76.04%
Growth Suite: 958 stores
1 January to 30 June 2026. A cart counts as abandoned if the shopper does not start checkout within one hour. All the stores use the same app, so they may not represent every store.
Source: Growth Suite
Confirmed
79%
Littledata: median across 447 stores
90 days to 7 November 2026, GA4 sessions that added to cart and did not buy. Stores below 65% are in the top 20%. Figures were generated on 11 November 2026 and the page changes.
Source: Littledata
Confirmed
83.5% median and 74.2% mean
DRIP: mean against median
DRIP's cart abandonment across 117 European brands, March 2025 to February 2026. The mean sits about nine points below the median, so a minority of brands with much lower abandonment pull the average down (our reading). Quote the median for the typical brand. The middle half of brands run from 69.5% to 90.7%.
Source: DRIP
What it means for you
Choose one measure, and track checkout abandonment by device and market: 1 minus orders divided by checkout starts. Compare it with the same definition in a benchmark, or with your own trend.
02
Mobile vs desktop
Mobile loses more shoppers in every source we checked. Each source has its own measure, so each gets its own chart.
What it means for you
The size of the gap changes with the measure, from about 7 points to 12. Look at your own mobile and desktop checkout abandonment side by side, and fix the mobile payment step first.
03
Why shoppers leave
Reasons are survey answers, so they show what people say, not what a tracker recorded. Each survey stays in its own group.
United States (Baymard)
Confirmed
42%
of US online shoppers have abandoned a cart because they were just browsing or not ready to buy
That group is left out of the ranking above, because it is a reason you cannot fix with design.
Source: Baymard Institute
Confirmed
23.48 form elements (14.88 fields)
Checkout form
The average US checkout shows this many by default. Baymard's ideal is 12 to 14 elements (7 to 8 fields).
Source: Baymard Institute
Estimated
35.26%
The prize
Baymard's estimate of the conversion lift from fixing solvable checkout problems for the average large ecommerce site. Applied to $738 billion of US and EU sales, it is $260 billion of recoverable orders. It is an estimate, in US dollars. (Baymard estimate)
Source: Baymard Institute
United Kingdom
Canada
Confirmed
Trust
79% of Canadians usually limit the personal information they share online, and 70% check the safety of an ecommerce site and use trusted sites only. Both are 2024 survey answers. (survey)
Source: Payments Canada
EU
Sendcloud surveys 8,000 consumers in eight European markets, including the UK.
Confirmed
66.3%
Abandon a cart when shipping fees are higher than they expected
Sendcloud's 2025 edition, all eight markets. The UK figure is 75.5%. (survey)
Source: Sendcloud
Confirmed
48.17%
Abandoned a cart for delivery reasons in the past three months
Sendcloud's 2026 edition, eight markets. The UK figure is 54.52%. Unexpected delivery costs were the top reason at 40.70% (UK 42.51%, Italy 45.49%, Austria 42.68%). Slow delivery was 27.06%, highest in Spain at 35.37%. The page does not state the survey period. (survey)
Source: Sendcloud
04
By market
Each market has a different kind of evidence. We say what is missing.
United Kingdom
Estimated
74%
of baskets created in Q4 2024 did not become an order
Salesforce Research via Leeds Beckett. Around 5% of abandoned carts were recovered in 2023, according to Fresh Relevance analysis cited in the same paper. Fewer than half of the shoppers in that sample could be identified, so retailers could not message the rest. (relay)
Source: Leeds Beckett Retail Institute
Confirmed
£38bn
Online purchases abandoned in 2024, linked to delivery issues
Retail Economics and GFS estimate (£38.3bn in the report's figure), up 11% from £34.4bn. It measures value lost to delivery-related abandonment. It does not cover all abandonment. (publisher estimate)
Source: GFS and Retail Economics
EU
Confirmed
No EU-wide panel exists.
The closest is DRIP's 117 European brands: median cart abandonment 83.5% and median checkout abandonment 63.7%, March 2025 to February 2026. The brands are current or former DRIP clients.
Source: DRIP
Confirmed
Country figures and the source conflict
We could not find a current, openly published country panel. Searchlab's 2026 page now says country rates are not openly published, and shows only Barilliance data from 2019: Netherlands 65.49% (lowest of the countries listed), United States 71.86% and Spain 86.15% (highest). Some blogs still quote 2026 country figures, and SaleCycle's blog gives Italy over 83% and Spain over 86% with no source. We leave them out. Treat any country figure without a named study and year as unverified. (that the 2019 figures are what the sources show)
Source: Barilliance
United States
Confirmed
74.32%
Dynamic Yield, Americas, 12 months to September 2026
Item-level. Dynamic Yield's page, as archived on 12 October 2026, gives Americas 74.32%, EMEA 78.78% and APAC 81.81% for the 12 months to September 2026. No US-only figure is published. Use Baymard's 70.22% as the long-run anchor and Dynamic Yield's Americas figure as the live proxy.
Source: Dynamic Yield benchmark page (archived 12 October 2026)
Canada
Confirmed
71%
Share of Canadians who abandoned at checkout, 2024
Self-reported, from the Payments Canada and Leger survey. Women 76% against men 67%. Ages 18 to 34 were 79% and 55 and over were 66%. 11% said they could not use their preferred payment method online (13% in 2023). (survey)
Source: Payments Canada
Confirmed
6.1%
Online share of Canadian retail sales, December 2025
Statistics Canada, seasonally adjusted, $4.3 billion, up from 5.8% in November. It excludes purchases from foreign-based retailers. The 2024 share was 6% (Payments Canada citing Statistics Canada).
Source: Statistics Canada
Confirmed
Credit card 55%, PayPal 34%, Mastercard or Visa debit 24%
Online payment methods in Canada, 2024
Share of Canadians who made online purchases using each method. Multiple answers. (survey)
Source: Payments Canada
05
By sector
Sector figures depend on the month or period, so each group states its own.
Confirmed
Dynamic Yield, 12 months to September 2026
Highest: Beauty & Personal Care 79.94%. Lowest: Pet Care & Veterinary Services 50.4%. Both are as stated on Dynamic Yield's page, archived 12 October 2026. The mean of its monthly Beauty & Personal Care values is 79.93%.
Source: Dynamic Yield benchmark page (archived 12 October 2026)
Gaps
We found no verified 2024 to 2026 abandonment benchmarks for paint and decorating, outdoor and angling, B2B or IT hardware, grocery, electronics or travel.
06
Seasonality
Abandonment dips when intent is high and rises when it is not.
Confirmed
Day of week and hour of day
There is no published hourly data, and the only weekday data we found is small. uptain's German shop panel, second half of 2025, shows Monday at 69.61% and Saturday at 72.77%, and nothing for other days. Saturday was higher than Monday in that panel. Treat any "best hour to email" claim as unproven. (two days only)
Source: uptain
07
Rules and payments
Hidden costs are a top reason for leaving, and several rules now cover them. This is general information, not legal advice.
Open banking
Confirmed
40.16m
UK open banking payments in June 2026
32.43m single domestic payments and 7.73m sweeping variable recurring payments. The count includes payments that are not retail checkouts.
Source: Open Banking Limited
Estimated
Cards 45%, wallets 40%, BNPL 8%, account to account 6%
How Britain pays online
Share of UK online spend by value in 2025, from Worldpay's Global Payments Report 2026. 22% of UK adults (12.9 million) used BNPL in 2025, from UK Finance. Both are read through Retail Times. (press relay)
Source: Retail Times
What it means for you
Show every mandatory charge, including delivery, on the first screen where a price appears. Show duties and taxes before payment on UK to EU and US orders. Plan your Dutch payment methods around the Wero switch.
08
Recovery
Recovery flows win back a share of abandoned carts. The benchmarks come from platforms, and platform-reported revenue includes orders that might have happened anyway.
Estimated
About 5%
UK recovery
Of abandoned carts were recovered in the UK in 2023, per Fresh Relevance analysis cited by Leeds Beckett. Fewer than half of shoppers in the sample could be identified. (relay of Fresh Relevance)
Source: Leeds Beckett Retail Institute
Confirmed
Attribution caveat
Klaviyo's default attribution window for new accounts is 5 days for email opens and clicks, and Apple Mail Privacy Protection opens can count unless you exclude them. Revenue reported by the platform can therefore overstate what the flow added. Use click-based attribution and a holdout group to measure the real lift.
Source: Klaviyo Help Centre
09
AI shoppers
US retail only. Adobe compares visits that arrive from AI chat and search tools with other visits to US retail sites.
Estimated
OpenAI Instant Checkout
OpenAI ended ChatGPT's Instant Checkout in March 2026 and said it would transition to apps. Shoppers who arrive from AI tools now finish on a retailer's own checkout or app. Dates reported for the change vary, so we say March 2026. (press relay)
Source: Ecomcrew
What it means for you
Adobe's figures are US only and relative, so check your own AI referral volumes. If AI visitors do reach you, they land on your checkout, so it needs to be fast and clear.
Benchmark your checkout
Enter your checkout starts and orders for the same period. We compare your checkout abandonment with DRIP's 117 European brands. Your result is not a verdict. The benchmark is a client panel and your shop may differ.
10
Commonly quoted figures, checked
Twenty-two figures that appear in many cart abandonment round-ups, with a verdict and the number to use instead.
Claim
Status
Current figure and note
Source
UK retailers lose £38bn to cart abandonment (SaleCycle)
Misattributed
Retail Economics and GFS estimate for 2024: £38bn (£38.3bn in the report's figure), linked to delivery-related abandonment. It is not a SaleCycle figure and not a total for all abandonment.
Nearly a quarter of UK online transactions are abandoned (SaleCycle)
Unverifiable
SaleCycle's blog gives no source, and it also says mobile abandonment often exceeds 85%. It is a different measure from the 74% basket figure.
SaleCycle
UK shoppers abandon 74% of baskets
Verified
Q4 2024, 76% on mobile and 67% on desktop. We read it in Leeds Beckett's paper, which cites Salesforce Research via Statista. One quarter, no sample size.
43% of UK shoppers are "just browsing"
Unverifiable
SaleCycle quotes "43% not ready to buy" with no date or sample. The US figure of 42% is Baymard's own survey and is a separate measure.
SaleCycle and Baymard
12m UK Pay by Bank payments a month
Corrected
Open Banking Limited counted 40.16m open banking payments in June 2026. The count includes payments that are not retail checkouts.
Friday 6 to 9pm abandonment is 64%
Unverifiable
No source found. uptain's German panel shows Monday 69.61% and Saturday 72.77% for the second half of 2025, and nothing by hour.
Stripe: 76.98% mobile abandonment
Misattributed
On Stripe's page, but Stripe links it to a third-party blog and gives no sample. Use a named study such as Dynamic Yield (79.53%, items) or DRIP (62.4%, checkout).
Spain's cart abandonment is 86%
Outdated
Spain 86.15% is Barilliance data from 2019. Searchlab's 2026 page shows only that 2019 figure, and says current country rates are not openly published.
Netherlands 66.4% and Germany 68.9% (Searchlab 2026)
Unverifiable
Those figures are not on Searchlab's page today. The page shows Netherlands 65.49% from 2019 and no German figure.
Searchlab
72% or "3 in 4" Canadians abandon carts
Unverifiable
No Canadian source found. The Payments Canada survey says 71% of Canadians who attempted an online purchase abandoned at checkout in 2024, self-reported.
92% of Canadians abandon because shipping costs too much
Outdated
The 92% comes from a June 2021 Canada Post survey of 3,000 online shoppers. In Payments Canada's 2024 survey, high shipping cost was cited by 38% of those who abandoned at checkout.
The average cart abandonment rate is 70%
Verified
Baymard's 70.22% is the mean of 50 studies from 2006 to 2025. The six newest studies average 73.26% (our calculation). It is not a live benchmark.
A good cart abandonment rate is below 75% (DRIP)
Corrected
DRIP's FAQ says this, but its own table puts the 25th percentile at 69.5%. For checkout abandonment, the 25th percentile is 53.0%.
DRIP: mobile cart abandonment 93.3% against 91.9% on desktop
Corrected
Those are aggregate event ratios that do not match DRIP's 83.5% median. Use DRIP's checkout figures instead: mobile 62.4%, desktop 50.5%.
Dynamic Yield Americas is 74.32%
Corrected
74.32% is Dynamic Yield's Americas figure for the 12 months to September 2026, on its own page as archived on 12 October 2026. The 74.5% and 75.10% readings quoted elsewhere are not in Dynamic Yield's data, so we do not use them. Name the 12-month period when you quote it.
42% of US shoppers abandon because they are just browsing, down from 58.6% in 2022 and 48% in 2024
Unverifiable
Baymard's page confirms 42%. The earlier series is not on the page and may use other question bases.
The CMA has fined firms £5.1m for drip pricing
Verified
AA £4.2m (15 April 2026) plus StubHub £889,200 (23 June 2026) is about £5.09m. Marks Electrical (£720,000, 18 June 2026) was for pre-selected extras, and takes the total to about £5.81m.
The CMA is investigating Ryanair for drip pricing
Corrected
The CMA's 19 August 2026 drip pricing release names Trainline, Virgin Atlantic and RED Driving School. Ryanair is in a separate seating-charges case.
The EU charges €3 per parcel from 1 July 2026
Corrected
The €3 duty applies per customs declaration line, so goods with the same tariff classification share one charge. It covers consignments up to €150 and is scheduled to run to 1 July 2028.
US de minimis ended for good on 29 August 2025
Corrected
The exemption was suspended from 29 August 2025 by executive order. A 2025 statute ends it permanently on 1 July 2027.
White House and GHY
The FTC fees rule covers all online retail
Corrected
It covers live-event tickets and short-term lodging only. It took effect on 12 May 2025.
iDEAL is switched off on 26 October 2026
Corrected
October 2026 starts the next phase of the move to Wero, with merchants switching through their providers. The banks' target for finishing is 31 December 2027. We did not find a 26 October date on any page we could open.
11
Methodology and how to cite
Where the figures come from and how far to trust them.
Cart and checkout
Cart abandonment counts shoppers who added to cart and did not buy. Checkout abandonment counts shoppers who began checkout and did not buy. The second is always lower and is the better place to look for fixes.
Item, session and basket
Dynamic Yield counts items. DRIP, Littledata and Growth Suite count sessions with a cart. Salesforce counts baskets created. Baymard averages studies that use different definitions. Do not put these in one chart.
Mean and median
Baymard and Dynamic Yield publish averages. DRIP publishes medians and means. DRIP's mean is almost ten points below its median.
Survey and behaviour
Baymard's reasons, Payments Canada, Sendcloud, Elavon and Canada Post are survey answers. Dynamic Yield, DRIP, Littledata and uptain record behaviour.
Panels, not markets
Dynamic Yield, DRIP, Growth Suite, Littledata and uptain are panels of their own clients or users. None is a market total. DRIP's brands are mainly in DACH, Benelux, the Nordics and Southern Europe.
The age of the evidence
Baymard's mean includes studies from 2006. Canada Post's survey is from June 2021. Barilliance's country data is from 2019. Each is labelled with its year.
Live pages change
Dynamic Yield's benchmark shows a rolling 12 months, and Littledata's updates as new data arrives. We show the date we read each source. Dynamic Yield's live page now redirects to Mastercard, so we quote its own page as archived on 12 October 2026.
Press relays and blocked sources
Where we could not read a primary page, we say so in the status (Estimated, relay). The Adobe AI chart uses Adobe's own pages for March, May, July and September 2026, opened on 14 November 2026. Adobe published no April, June or August figure on that measure.
Currencies kept as published
We show pounds, euros, US dollars and Canadian dollars as the sources published them. We have not converted any figure.
How to cite this page
Cite the original source for each figure where you can. To cite this page:
Disclaimer
This page gives general information only. It is not financial, legal or professional advice. We checked the figures against the named sources as at 14 November 2026. Live benchmarks change monthly, and rules can change, so check the source before you rely on a figure.
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