US Shopping Cart Abandonment Rates, Q1 2012-Q4 2013 [CHART]

Chart - US Shopping Cart Abandonment Rates

Despite the best efforts of retailers, shoppers abandon their digital shopping carts roughly two-thirds of the time—a level that has remained virtually unchanged over the past few years, according to MarketLive, an ecommerce platform and solutions provider that tracks abandonment rates.

Alarming as this sounds, the data says more about how consumers use carts and less about the ultimate effectiveness of ecommerce platforms. As a measure of shopping cart performance, abandonment rates are not terribly meaningful by themselves, but they can be quite meaningful when viewed in conjunction with other metrics and in the context of shopper intent and buying cycles, according to a new eMarketer report, “Shopping Cart Abandonment: How Retailers Are Using the Metric to Drive Better Results.” Read the rest at eMarketer.