What is Cart Abandonment in Retail? Explained

Cart abandonment occurs in the e-commerce context when a potential customer adds items to their online shopping cart but leaves the website without completing the purchase. This phenomenon represents a lost sales opportunity for the retailer. Various factors contribute to cart abandonment, including unexpected costs, a complicated checkout process, or simply a change of mind by the customer. Retailers often employ strategies such as sending reminder emails, offering discounts, or improving the overall user experience to reduce cart abandonment and encourage customers to finalize their purchases. Understanding and addressing the reasons behind cart abandonment is crucial for optimizing the conversion rate in online sales.