Global cart abandonment rates rose by 2.4% between Q3 and Q4 2016, reaching 76.8% on average accoring to an article on Clickz.
The abandonment data covers October, November and December last year, and of course covers the key holiday shopping season. The new data includes utilities and non-profit organisations, which tend to have higher abandonment rates than the average. (The full report is done by SaleCycle Blog)
This does have the effect of pushing overall abandonment rates up, so it can be more useful to look at abandonment rates by sector, and the reasons for the differences. Below you can see the rates per sector.
According to Clickz Fashion has the lowest abandonment rates, 67,4%
Some reasons could be:
- The Online fashion retail is very competitive and webshops have in general, had a close focus on user experience. Therefore the purchase process can be easier than for many other sectors.
- Fashion sites offer often easy to return policies, as people buy items in multiple sizes to find the right one. This can help to reduce abandonment rates.
- A short consideration process. Unlike a major travel purchase, fashion purchases tend to be more immediate.
Tags: Fashion webshops, Abandonment rates, etail, online shopping
* images by Endicia and Digital Analytics blog AT Internet