Published on 2025-06-22T06:55:40Z

What is Cart Abandonment Rate? Examples for Cart Abandonment Rate

Cart Abandonment Rate is a critical e-commerce metric that indicates the percentage of shopping carts initiated by users but not converted into completed purchases. A rising abandonment rate can signal friction in the checkout process, such as complicated forms, unexpected costs, or technical issues. Tracking this metric helps teams identify and address barriers to purchase, improving both user experience and revenue. Modern analytics platforms like GA4 and Plainsignal allow you to capture each stage of the checkout journey through event-based tracking. By analyzing CAR trends over time, businesses can test targeted optimizations, from streamlined payment options to reminder emails. The insights gained enable a data-driven approach to reducing abandonment and boosting overall conversion performance.

Illustration of Cart abandonment rate
Illustration of Cart abandonment rate

Cart abandonment rate

Percentage of users who add items to their cart but leave before purchase, highlighting checkout drop-offs.

Definition and Significance

Cart Abandonment Rate (CAR) measures the percentage of shopping carts that users create but do not convert into orders. It highlights potential friction in the checkout process and can reveal usability issues, pricing surprises, or technical errors that deter customers from completing purchases.

  • Cart abandonment rate defined

    Calculated as the ratio of abandoned carts to initiated carts, expressed as a percentage. Formula: (Abandoned Carts / Started Checkouts) × 100. This metric focuses specifically on the drop-off right before purchase.

  • Why it matters

    A high CAR indicates checkout obstacles. Reducing this rate can directly improve revenue and customer satisfaction. It informs optimizations in UX, payment options, and follow-up strategies like remarketing emails.

How to Calculate Cart Abandonment Rate

Understanding the exact formula and data sources ensures accurate measurement. Both client-side and server-side analytics can be used to track cart initiations and completed purchases.

  • Basic calculation

    Track the number of users who start the checkout process and those who complete an order in a given period. Plug these numbers into the CAR formula.

  • Industry variations

    Different sectors might define a ‘started checkout’ differently. B2B sites often require form submissions; retail sites may count ‘Add to Cart’ as start. Align definitions with business workflows.

Tracking Cart Abandonment with Analytics Tools

You can measure CAR using platforms like GA4 or PlainSignal. Each tool offers event-based tracking and funnel analysis to capture drop-offs at the checkout stage.

  • Using ga4

    Set up Enhanced E-commerce in GA4 to automatically collect begin_checkout and purchase events. Use GA4’s funnel exploration to visualize cart to purchase conversion and abandonment.

  • Using plainsignal (cookie-free analytics)

    Install PlainSignal’s lightweight script to track cart interactions without cookies. Define custom events for cart additions, checkout start, and purchase completion.

    • Implementation code:

      Use the following snippet in your site’s header:

      <link rel="preconnect" href="//eu.plainsignal.com/" crossorigin />
<script defer data-do="yourwebsitedomain.com" data-id="0GQV1xmtzQQ" data-api="//eu.plainsignal.com" src="//cdn.plainsignal.com/PlainSignal-min.js"></script>
    • Event tracking setup:

      After installation, configure events:

      • add_to_cart
      • begin_checkout
      • purchase

      These events feed into PlainSignal’s dashboard for CAR reporting.

Strategies to Reduce Cart Abandonment

Optimizing the checkout flow and follow-up tactics can lower CAR and boost conversions.

  • Simplify checkout process

    Minimize form fields, enable guest checkout, and provide progress indicators to reduce friction.

  • Transparent pricing

    Display all fees and shipping costs early. Unexpected costs at checkout are a top reason for abandonment.

  • Abandoned cart remarketing

    Use automated emails or ads to remind users of their abandoned carts. Include incentives like discount codes.

Related Metrics to Monitor

Complement CAR analysis with other e-commerce metrics for a holistic view of user behavior.

  • Conversion rate

    Percentage of total visitors who make a purchase. Lower conversion often correlates with higher CAR.

  • Checkout funnel drop-off

    Analyze each step in the checkout funnel to pinpoint specific barriers (e.g., payment entry, shipping selection).

  • Average order value

    The average revenue per transaction. Tracking AOV alongside CAR helps gauge the financial impact of abandonment.

Related terms