United States: cart abandonment reasons 2024

In 2024, almost half of U.S. consumers abandoned online purchases during checkout due to additional costs, such as shipping, taxes, or fees. Many shoppers in the United States also frequently back out of online purchases because the website requires them to create an account or due to slow delivery.

Mobile carts

Cart abandonment is a big issue, especially on mobile phones. The mobile cart abandonment rate is increasing in the U.S. , reaching 84 percent in the second quarter of 2022, up from 83 percent in the same period the previous year. This trend underscores the need for retailers to optimize the mobile shopping experience and streamline the checkout process to reduce cart abandonment rates.

Delivery is a deal breaker

Delivery is a core part of the order chain. Approximately 70 percent of online shoppers in the United States cited free shipping as the most important criteria for e-commerce delivery, followed by fast shipping at 60 percent. This highlights the critical role of cost-effective and efficient delivery options in influencing consumer purchasing decisions.

Main reasons why consumers abandon their orders during the checkout process in the United States in 2024

Characteristic	Share of respondents
Extra costs too high (shipping, tax, fees)	48%
The site wanted me to create an account	26%
I didn't trust the site with my credit card information	25%
Delivery was too slow	23%
Too long / complicated checkout process	22%
I couldn't see / calculate total order cost up-front	21%
Returns policy wasn't satisfactory	18%
Website had errors / crashed	17%
There weren't enough payment methods	13%
The credit card was declined	9%

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Release date

May 2024

More information

Region

United States

Survey time period

2024

Number of respondents

1,012 respondents

Age group

18 years and older

Supplementary notes

The reasons for cart abandonment statistics have been repeated annually by Baymard Institute since 2017 among US adults. The question asked was, "Have you abandoned any online purchases during the checkout process in the past 3 months? If so, for what reasons?" The statistic here shows all answers normalized after removing the most popular provided answer, "I was just browsing," to examine only users' reasons for cart abandonment that sites can meaningfully address. Important: Baymard's further research shows that the answer "too long checkout" should _not_ be interpreted as a 1-page/1-step checkout flow is a good solution to checkout length issues. See more details about Baymard Institute's research on reasons for cart abandonment.

The date of release is the date of access.

The source does not specify the date of the survey.

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