What is a good cart abandonment rate?
The average cart abandonment rate is ~70%. A good rate is below your industry's benchmark — here's how to interpret yours and what's normal in e-commerce.
The global average cart abandonment rate is around 70%, and anything in the 60–80% range is normal for e-commerce. A "good" rate isn't a single number — it's one that sits below the typical rate for your industry. If you're under ~70% (or under your sector's benchmark), you're doing well; meaningfully above it signals room to improve.
Why abandonment rates are so high
A 70% rate sounds alarming until you realize most "abandoners" never intended to buy in that session. Shoppers add items to:
- compare prices or check shipping costs,
- save things for later, or
- browse the way people window-shop.
So a high rate is partly just how online shopping works — not necessarily a broken checkout.
What's normal by industry
Abandonment varies a lot by category. Higher-consideration and luxury purchases — jewelry, fashion, high-ticket goods — routinely see 80%+, so a rate below that is healthy there. Lower-consideration categories like food and everyday consumer goods tend to run lower. Always benchmark against your own industry and region rather than a universal target.
How NavonaAI thinks about it
NavonaAI calculates abandonment as (Carts − Orders) ÷ Carts and applies bot protection so automated traffic doesn't inflate your cart counts. The goal isn't to drive the rate to zero — it's to recover the slice of shoppers who were genuinely close to buying, by intervening at the exit moment before they leave.
Related
Frequently Asked Questions
Answers about NavonaAI — cart abandonment prevention, the exit-intent popup, pricing, analytics, A/B testing, and setup on Shopify.
How to reduce cart abandonment on Shopify
Practical ways to reduce cart abandonment on Shopify — streamline checkout, enable express payments, show costs upfront, and intervene at the exit moment.