Shopping cart abandonment is an e-commerce term used to describe a visitor on a web page who leaves that page before completing the desired action. Examples of abandonment include shopping cart abandonment, referring to visitors who add items to their online shopping cart, but exit without completing the purchase.
Cart abandonment rates vary by sector, as sites have very different purchase processes and customer behavior.
For example, gaming sites often tempt customers with special offers of free bets to acquire new customers. This, along with a relatively fast purchase process, helps to keep abandonment rates below the average.
The same principle applies to fashion and many retail purchases. Customers don’t take so much time to make a decision, and the purchase process is relatively simple.
As the online experience becomes more complex and the typical research phase longer, then we begin to see higher abandonment rates.