Cart Abandonment Rates by Industry: 2025 Benchmarks

Your cart abandonment rate means nothing without context. A 75% rate might be excellent for luxury goods but terrible for consumables. This guide provides industry-specific benchmarks so you can accurately assess your performance.

Overall Cart Abandonment Benchmarks

The Global Average

2025 average cart abandonment rate: 70.19%

This means roughly 7 out of 10 shoppers who add items to cart leave without purchasing. This number has remained relatively stable over the past decade, fluctuating between 68-72%.

Why the Average Misleads

Industry variance: Rates range from 55% to 85% depending on industry.

Product type matters: Impulse purchases abandon less than considered purchases.

Price point impact: Higher prices mean more abandonment.

Device differences: Mobile abandons more than desktop.

Using the 70% average for your specific business is like using average human height to buy clothes. It might be close, but it is probably wrong.

Industry-Specific Benchmarks

Fashion and Apparel

Average abandonment: 68-72%

Good performance: 65% or below

Excellent: Under 60%

Why this rate:

• Size uncertainty drives abandonment
• Style consideration takes time
• Often browsing without intent
• High return rates factor into hesitation

Key challenges:

• Fit concerns
• Cannot try before buying
• Frequent sales create wait-and-see behavior
• Seasonal shopping patterns

Beauty and Cosmetics

Average abandonment: 65-70%

Good performance: 62% or below

Excellent: Under 58%

Why this rate:

• Shade matching uncertainty
• Ingredient concerns
• Brand loyalty reduces comparison shopping
• Subscription fatigue

Key challenges:

• Color accuracy in photos
• Skin type matching
• Sample expectations
• Subscription vs one-time decision

Electronics and Technology

Average abandonment: 75-80%

Good performance: 72% or below

Excellent: Under 68%

Why this rate:

• High price points
• Extensive research phase
• Comparison shopping across retailers
• Waiting for sales or new models

Key challenges:

• Technical specifications comparison
• Price matching expectations
• Extended warranty decisions
• Long consideration cycles

Home and Furniture

Average abandonment: 78-82%

Good performance: 75% or below

Excellent: Under 70%

Why this rate:

• Major purchase decisions
• Room measurement required
• Style coordination concerns
• Delivery logistics complexity

Key challenges:

• Cannot see in person
• Delivery costs for large items
• Assembly concerns
• Return difficulty for large items

Food and Grocery

Average abandonment: 55-62%

Good performance: 52% or below

Excellent: Under 48%

Why this rate:

• Necessity-driven purchases
• Lower decision stakes
• Repeat purchase behavior
• Time-sensitive needs

Key challenges:

• Freshness concerns
• Delivery windows
• Minimum order requirements
• Substitution policies

Health and Wellness

Average abandonment: 62-68%

Good performance: 58% or below

Excellent: Under 54%

Why this rate:

• Need-driven purchases
• Subscription models common
• Brand loyalty
• Replenishment behavior

Key challenges:

• Ingredient verification
• Effectiveness uncertainty
• Subscription commitment
• Price sensitivity for ongoing purchases

Jewelry and Luxury

Average abandonment: 80-85%

Good performance: 77% or below

Excellent: Under 73%

Why this rate:

• High price points
• Gift purchase consideration
• Trust requirements higher
• Longer decision cycles

Key challenges:

• Cannot see quality in person
• Sizing for rings
• Authenticity concerns
• Occasion timing

Sports and Outdoors

Average abandonment: 70-75%

Good performance: 67% or below

Excellent: Under 63%

Why this rate:

• Seasonal purchasing
• Equipment comparison needed
• Size and fit concerns
• Price sensitivity

Key challenges:

• Technical specifications
• Size matching
• Seasonal timing
• Brand loyalty competition

Pet Supplies

Average abandonment: 58-65%

Good performance: 55% or below

Excellent: Under 50%

Why this rate:

• Need-driven purchases
• Replenishment behavior
• Pet preference concerns
• Subscription availability

Key challenges:

• Pet taste/preference uncertainty
• Size/breed appropriateness
• Subscription vs one-time
• Emergency vs planned purchases

Baby and Kids

Average abandonment: 65-72%

Good performance: 62% or below

Excellent: Under 58%

Why this rate:

• Gift purchases common
• Size uncertainty (children grow)
• Safety concerns
• Registry comparisons

Key challenges:

• Age appropriateness
• Safety certifications
• Size growth rates
• Gift registry integration

Benchmarks by Cart Value

Low Cart Value (Under $50)

Average abandonment: 55-65%

Lower stakes mean faster decisions. Impulse purchases complete more often.

Key factors:

• Shipping cost relative to order
• Quick decision-making
• Less comparison shopping

Medium Cart Value ($50-200)

Average abandonment: 65-75%

Standard e-commerce range. Balanced consideration.

Key factors:

• Free shipping thresholds matter
• Some comparison shopping
• Payment options matter

High Cart Value ($200-500)

Average abandonment: 72-80%

More consideration required. Payment flexibility important.

Key factors:

• Payment plan availability
• Return policy scrutiny
• Trust signals critical

Very High Cart Value ($500+)

Average abandonment: 78-85%

Major purchase behavior. Extended decision cycles.

Key factors:

• Financing options essential
• Multiple decision-makers
• Extensive research phase
• Often requires phone/chat support

Benchmarks by Device

Desktop

Average abandonment: 65-70%

Lower abandonment due to:

• Easier checkout experience
• Better product visualization
• More likely planned purchases
• Larger screen for comparison

Mobile

Average abandonment: 78-85%

Higher abandonment due to:

• Checkout friction
• Smaller screen limitations
• More browsing behavior
• Distraction likelihood
• Form entry difficulty

Tablet

Average abandonment: 72-78%

Middle ground between desktop and mobile. Often used for browsing, completed on desktop.

Benchmarks by Traffic Source

Direct Traffic

Average abandonment: 60-68%

Returning customers with intent. Know the brand, often returning to complete.

Organic Search

Average abandonment: 68-75%

Mixed intent. Some searching with purchase intent, some researching.

Paid Search

Average abandonment: 70-77%

Higher intent than social, but often comparison shopping across ads.

Paid Social

Average abandonment: 78-85%

Lowest purchase intent. Often discovery-based, impulse adds without completion intent.

Email

Average abandonment: 55-65%

Existing customers with relationship. Often responding to specific offer.

Referral

Average abandonment: 65-72%

Varies by referral source quality. Trusted referrals convert better.

Seasonal Variations

Q1 (January-March)

Abandonment typically higher (+3-5%)

Post-holiday fatigue. Budget constraints. Returns focus.

Q2 (April-June)

Abandonment near average

Stabilized shopping. Some seasonal (outdoor, wedding) categories improve.

Q3 (July-September)

Abandonment near average

Back-to-school helps some categories. Pre-holiday browsing begins.

Q4 (October-December)

Abandonment varies widely

BFCM shows higher abandonment (more browsing). Gift shopping can complete quickly.

Holiday Weeks Specifically

BFCM: Abandonment often higher due to deal comparison and browsing multiple sites.

December pre-shipping-deadline: Abandonment drops as urgency increases.

Using These Benchmarks

Step 1: Find Your Category

Identify which industry benchmark applies. If you span categories, weight by revenue.

Step 2: Segment Your Data

Do not use overall rate. Break down by:

• Device
• Traffic source
• Cart value
• Customer type (new vs returning)

Step 3: Compare Accurately

Compare your segments to appropriate benchmarks, not overall averages.

Step 4: Identify Gaps

Where are you significantly above benchmark? Those are your opportunities.

Step 5: Prioritize Improvements

Focus on segments with largest gap and highest volume first.

When Your Rate Is Above Benchmark

1-5 Points Above Benchmark

Minor issue. Focus on quick wins:

• Express checkout
• Shipping transparency
• Trust signals

5-10 Points Above Benchmark

Moderate issue. Deeper investigation needed:

• Checkout process audit
• Price competitiveness review
• Mobile experience check

10+ Points Above Benchmark

Significant issue. Fundamental problems likely:

• Traffic quality issues
• Major UX problems
• Trust or credibility concerns
• Pricing or value proposition

When Your Rate Is Below Benchmark

Congratulations, but verify:

• Is tracking accurate?
• Is traffic quality unusually high?
• Are you filtering out bot traffic?
• Is sample size sufficient?

If genuinely below benchmark:

• Document what you are doing right
• Look for incremental improvements
• Consider if you can scale successful tactics

Common Benchmark Mistakes

Mistake 1: Using Overall Average

Problem: Comparing fashion store to 70% average when industry is 72%.

Fix: Use industry-specific benchmarks.

Mistake 2: Ignoring Segments

Problem: Overall rate looks fine but mobile is 15 points above benchmark.

Fix: Segment and compare each segment to appropriate benchmark.

Mistake 3: Wrong Time Comparison

Problem: Comparing BFCM week to annual average.

Fix: Compare to same period prior year or seasonal benchmarks.

Mistake 4: Small Sample Size

Problem: Drawing conclusions from one week of data.

Fix: Use at least 30 days, preferably 90, for meaningful comparison.

Mistake 5: Not Accounting for Changes

Problem: Rate changed after site update but compared to old benchmark.

Fix: Note when changes occurred. Compare pre and post separately.

The Bottom Line

Your cart abandonment rate only matters relative to your specific context.

Key benchmarks by industry:

• Fashion: 68-72%
• Beauty: 65-70%
• Electronics: 75-80%
• Home/Furniture: 78-82%
• Food/Grocery: 55-62%
• Luxury/Jewelry: 80-85%

Segment your analysis by:

• Device (mobile is always higher)
• Traffic source (paid social highest)
• Cart value (higher value = higher abandonment)
• Season (Q4 varies significantly)

Action framework:

1. Find your industry benchmark
2. Segment your data
3. Identify largest gaps
4. Prioritize high-volume, high-gap segments
5. Implement targeted improvements

A 70% abandonment rate might be excellent or terrible depending on your context. Know your benchmarks. Compare accurately. Improve systematically.