Shopping cart abandonment happens when a prospective customer adds products to their online shopping cart, but changes their mind and leaves the website without placing an order.
The main reason why users abandon carts is that they are unsure or aren’t ready to make a purchase. They may be using their shopping cart to create a wishlist for possible later purchases or for comparing product prices.
According to a Baymard Institute report on cart abandonment, 68.9% is the average documented shopping cart abandonment rate. That means you’re missing out on over two-thirds of your potential sales revenue!