Cart Abandonment Rate · Ecommerce (D2C Retail)
Ecommerce (D2C Retail) Cart Abandonment Rate
The 2024 percentile distribution for Cart Abandonment Rate in the ecommerce (d2c retail) vertical, sourced from Baymard Institute 2024.
Above the median? The 3-step fix
Anything over 70.2% is bottom-half for cart abandonment rate in Ecommerce (D2C Retail). Top quartile starts below 62% (8.2 points away). These are the three changes with the best published evidence behind them at this funnel stage.
- Guest Checkout · +12–15% typical liftAllowing users to complete a purchase without creating an account.
- Cart Save · +5–15% typical liftMechanisms that recover abandoned shopping carts — email sequences, push notifications, or SMS reminders sent after a user adds items but does not complete purchase.
- Trust Badges · +2–8% typical liftSecurity seals, payment logos, guarantee badges, and certification marks displayed near CTAs and checkout forms.
Lift ranges are the published figures on each pattern page, with the study they come from. Deeper walk-through: How to reduce cart abandonment.
Where does your rate sit?
Source: Baymard Institute 2024 · 2024
Device breakdown
Where the source provides device-level cuts. Mobile typically lags desktop by 5-15 percentage points on most ecommerce (d2c retail) funnels.
Notes
Baymard's 70.19% is the gold-standard 20-year longitudinal average across 41 published studies + proprietary panel. Mobile is 5-15pts worse than desktop. Top reasons: forced account creation (35%), unexpected shipping costs (23%), trust concerns (19%).
Source
Source data published 2024 ·
Curated by Paulo de Vries, operator of ConversionBench. Every benchmark links to its primary source.