Cart Abandonment Statistics (2026): Average Rate and Why Shoppers Leave

The average documented cart abandonment rate is 70.22% across 50 studies (Baymard Institute, 2025). That figure measures unfinished carts, not the share of store revenue you have lost or the percentage a recovery tool can bring back.

42% of US online shoppers abandoned because they were just browsing or not ready to buy (Baymard Institute, 2025). A cart is often part of product research, so not every abandoned cart represents a customer who would have purchased with a different reminder.

Use the average as broad context, then inspect your own definition and checkout behavior. A checkout-start measurement and a cart-start measurement describe different parts of shopping and should not be treated as interchangeable.

The following figures exclude just browsing or not being ready to buy (Baymard Institute, 2025). They describe reported reasons among US online shoppers, not a distribution that adds up to all abandonment.

Avoid assigning a percentage to a cause you have not measured. A shopper can face several obstacles in the same checkout, and fixing a reported issue does not mean the same percentage of carts will become orders.

About $260 billion of lost US and EU orders could be recovered through better checkout flow and design alone (Baymard Institute, 2025). Start by finding the obstacles in your own checkout before spending more on follow-ups.

The average US checkout has 23.48 form elements, against 12 to 14 for an ideal flow (Baymard Institute, 2025). Count what people must enter, choose or confirm, and examine whether each request is necessary to deliver the purchase.

Guest checkout, visible total costs and clear payment guidance address different obstacles. Test the whole purchase rather than only the cart page, because a smooth start can still end in an unclear shipping charge or an error at payment.

Use the reduce abandoned carts hub to turn those observations into a practical checkout checklist. Keep the effect of checkout changes separate from orders attributed to later messages.

The abandoned cart report covers 110,000+ Klaviyo customers and measures email and SMS click rates and revenue per recipient (Klaviyo, 2026). Use the same measures when comparing your reports.

Evaluate your results using the same denominator and attribution approach before comparing. An email recipient, an SMS recipient and an answered phone conversation are different units, so avoid placing their percentages together as if they measure the same event.

Loop Voice customer data reports Modern Hearing at $300,000+ recovered, with 11% of calls becoming a sale. Warrior Will Power reports $200,000+ recovered from 1,184 calls, with 7.1% becoming a sale.

CityMan USA reports $45,000+ recovered and 5% of calls becoming a sale, while CastleFlexx reports $30,000+ and 8%.

The reported sales percentages concern calls, not all abandoned carts or all visitors. Compare your own calls with completed orders, keeping email recipients and cart starts separate.

A merchant still needs its own order values, contribution margins, audience and attribution evidence. Your next campaign's profitability depends on its costs and the additional orders it brings in.

Use Baymard to prioritize checkout investigation and Klaviyo to understand the measures commonly used in recovery messaging. Review the customer stories for relevant uses, then test calls against your own costs and order margins.

Keep a clear record of checkout starts, completed orders, contacted shoppers and recovered purchases. Record incentives, refunds and contact costs so an increase in attributed revenue does not hide a weaker contribution result.

For calls, review permission separately from intent using the calling consent guide. Reaching payment or being a returning customer may be useful context, but it should not be presented as permission to make an artificial-voice marketing call.

Loop Voice attribution tracking ties recovered revenue to calls, helping you review recovery outcomes alongside the checkout reasons you investigate. Recovery agents use store, cart and customer context to answer questions and can send the appropriate link by SMS. Find the recovery and reporting capabilities on Loop Voice features.