Why Do Most Online Shoppers Abandon Their Carts?

Every online business strives to convert browsers into buyers. A pervasive challenge quietly erodes potential revenue: shopping cart abandonment. This is the digital equivalent of a customer filling a physical basket only to leave it at the checkout counter.

Globally, the average online shopping cart abandonment rate hovers around a startling 70.19% in 2024-2025, a figure that has seen a consistent increase over the past decade. This means nearly 7 out of every 10 potential customers leave items in their cart without completing a purchase. While the core problem of abandoned carts is universal across all e-commerce, its manifestations and the most effective solutions are uniquely shaped by the specific regulatory and consumer landscapes of different industries. Understanding this phenomenon is a direct path to reclaiming lost revenue and securing sustainable growth.

The Alarming Reality: Shopping Cart Abandonment in the American Market

The scale of shopping cart abandonment in the United States is a stark wake-up call for any online business. These are not just minor inconveniences; they represent billions in lost revenue annually.

Overall US Abandonment Rates (2024-2025 Data)

The North American cart abandonment rate stands at a significant 76% as of 2024. Another report indicates the US online shopping cart abandonment rate is 79.14%. These figures are notably higher than the global average of 70.19%. This higher rate underscores the specific challenges faced by businesses in this region, making it even more critical for American operators to address this issue head-on. The disparity between global and North American rates indicates that factors specific to the American consumer or market dynamics may exacerbate the problem, demanding a more focused approach from businesses operating within the U.S.

US E-commerce Cart Abandonment Rates (2024-2025)

Financial Impact of Abandoned Carts

The financial repercussions are staggering. E-commerce businesses lose an estimated $18 billion in annual sales revenue due to abandoned shopping carts.  The projected value of merchandise left in online carts each year is around $4 trillion. This immense value represents a significant untapped resource for businesses. More importantly, a substantial portion of this revenue is recoverable: approximately $260 billion worth of sales lost due to cart abandonment can be reclaimed through strategic improvements in conversion rates.

Not all abandoned carts represent a complete rejection of the product or brand. Many are due to solvable friction points, distractions, or a temporary change of mind. The fact that such a large sum is recoverable suggests that a substantial segment of these abandoners were genuinely interested in purchasing and can be re-engaged with the right strategies.

Device-Specific Trends: Mobile vs. Desktop

The device a customer uses has a significant impact on abandonment rates. Mobile phones consistently show the highest abandonment rate, with global figures at 75.5%, and some reports indicating as high as 83.2%. In the US, mobile abandonment was over 84% in Q2 2022. This is particularly critical as mobile traffic constitutes more than two-thirds of all e-commerce sessions.

Desktops typically see lower rates, around 69.04% globally. In the US, desktop abandonment was about 72% in Q2 2022. Tablets often have the lowest abandonment rates, at 68.55% globally.

Businesses must adopt a "mobile-first" mindset for their e-commerce operations. This means designing the entire customer journey, particularly the checkout process, with mobile users as the primary consideration. Mobile users are often on the go, easily distracted, and less patient with clunky interfaces. Consequently, a significant portion of potential sales are being lost specifically on mobile devices. Failing to prioritize a seamless mobile experience means actively alienating the largest segment of the potential customer base.

Why Shoppers Abandon Their Carts

Understanding the "why" behind cart abandonment is as crucial as knowing the "how much." While many factors contribute, several key reasons consistently emerge as the primary culprits for American shoppers.

Unexpected Costs: The Ultimate Deal-Breaker

The single leading cause of cart abandonment, cited by a staggering 48% of shoppers, is the addition of extra charges such as shipping fees and taxes during the final checkout. Some sources even report 55% of users abandoning due to unexpected charges not mentioned during product selection. This is echoed by the fact that 58% of online shoppers would abandon if shipping costs were higher than expected.

When a customer has invested time in browsing and adding items, a sudden, unadvertised fee at the last step can feel like a betrayal of trust. It forces an immediate re-evaluation of the entire purchase value, often leading to frustration and a search for a competitor with more transparent pricing. This creates a significant psychological barrier, one that extends beyond mere financial considerations. Transparency is paramount: e-commerce businesses should display all costs upfront, ideally on product pages, to build trust and prevent last-minute surprises. Offering free shipping (even with a minimum threshold) can also mitigate this issue effectively.

Mandatory Account Creation: A Barrier to Entry

A significant portion of shoppers, 26% according to some reports, abandon their carts when forced to create an account before checkout. While collecting customer data is valuable for loyalty and personalization, requiring registration adds unnecessary friction and deters customers who prioritize speed and convenience, especially for one-time purchases.

This presents a dilemma between a business's need for data and a customer's desire for a frictionless experience. The immediate conversion is often more valuable than immediate data collection. Forcing account creation prioritizes the business's data needs over the customer's convenience, often resulting in lost sales. The optimal strategy is to offer guest checkout as the primary option and then incentivize account creation after the purchase is complete (e.g., "Create an account now for faster future checkouts and loyalty points!"). This approach highlights a common strategic tension in e-commerce, requiring businesses to consider the customer journey from the customer's perspective, minimize friction at critical conversion points, and find less intrusive ways to gather valuable data.

Long or Complicated Checkout Processes: Patience Wears Thin

Approximately 22% of shoppers abandon their carts due to a long or complicated checkout process. Studies indicate that over 50% of customers will abandon their carts if the checkout process takes longer than 30 seconds. The average checkout process spans five steps, but ideally, it should be streamlined to just three steps to avoid making customers feel like they are filling out forms instead of shopping. Every additional field or click increases the likelihood of a drop-off, underscoring the need for efficiency.

Concerns about Payment Security and Insufficient Payment Options: Trust and Flexibility

Trust is paramount in online transactions. A quarter of shoppers (25%) abandon their carts due to a lack of trust in the security of their credit card information or general security concerns. Furthermore, 13% of online shoppers abandon their carts because they could not find enough payment options they wanted to choose. This is particularly relevant, given that 40% of all online transactions now originate from digital wallets, and over 60 million US shoppers utilize Buy Now, Pay Later (BNPL) options. Consumers expect both security and convenience in their payment choices.

These seemingly separate issues —trust and payment options —are deeply interrelated in the modern consumer's mind. If a site feels insecure or does not offer their preferred, modern payment method (which they often perceive as more secure or convenient), it erodes trust and creates friction. The absence of diverse payment options can be perceived as a lack of professionalism or a lack of security.

Slow Delivery Estimates or Limited Shipping Options: The Need for Speed and Choice

Customer expectations for fast and flexible shipping have never been higher. 23% of customers state that slow delivery speed resulted in cart abandonment. While 89% of US online buyers prefer free delivery, 54% are even willing to pay for quicker shipping. A lack of preferred shipping options also drives customers away, indicating that convenience and choice in delivery are as important as cost.

Website Errors or Poor Performance: The Technical Glitch

Technical issues can be immediate sales killers. 17% of shoppers abandon carts due to website crashes or poor performance. A study by YOTTAA indicates that 9 out of 10 shoppers will abandon their carts if the site takes too long to load. A seamless and reliable technical experience is foundational to conversion, as even minor glitches can erode customer confidence and prompt them to seek more stable platforms.

"Just Browsing" Behavior: Not Always a Lost Cause

Not all abandonment indicates a problem with a business's site. A significant portion of shoppers (58.6% in the US) are simply browsing or comparison shopping with no immediate intent to buy. For instance, shoppers from social media abandon carts most frequently (91%), likely due to browsing rather than purchase intent.

Treating all abandoned carts identically is inefficient. A customer who was "just browsing" might be annoyed by an immediate, hard-sell recovery email. A customer who abandoned due to a hidden shipping fee, however, might respond well to a discount. Understanding the reason for abandonment allows for more nuanced and cost-effective recovery strategies. Businesses should leverage data to infer intent and tailor their follow-up, nurturing browsers with content and gentle reminders, while offering stronger incentives to high-intent abandoners.

Niche Insights: Abandonment Trends in Liquor, Dispensary, and Hemp E-commerce

Building Trust in a Regulated Landscape

Unique challenges exist for the cannabis, hemp, and alcohol industries:

• Privacy Concerns: Customers may be particularly deterred by mandatory account creation due to heightened concerns about their privacy. This makes guest checkout even more critical than in other sectors.

• Importance of Education & Trust: 68% of cannabis consumers in 2024 were more likely to purchase from a brand that educated them first. This underscores the need for clear, informative content that fosters consumer confidence, particularly in light of the evolving legal landscape and product complexities.

• Regulatory Limits: Cannabis, Hemp, and Alcohol operators have to stay within strict regulatory limits. Brands should focus on education and lifestyle messaging, avoiding direct product promotion on many platforms.

• Market Maturation: The cannabis and hemp markets is maturing, with increased competition, price drops due to oversupply, and a shift towards value-priced products. Hemp-derived THC products are also gaining traction. This competitive environment means every lost sale counts, making conversion optimization even more critical.

• Impact of Marketing Automation: Retailers who implemented segmented email campaigns experienced a significant 22% increase in conversion rates and a 30% improvement in average order value. Marketing automation also reduced churn by an average of 21%.

Reclaiming Revenue: Actionable Strategies for Your Business

Turning abandoned carts into completed sales requires a multi-faceted approach, combining technical optimization with smart marketing strategies. Here are the key areas where liquor, dispensary, and hemp e-commerce brands can make a significant impact.

Optimizing the Checkout Experience: The Path of Least Resistance

Consumers have zero tolerance for inconvenience. An "effortless experience" is not just a nice-to-have; it’s an expectation. Any perceived effort or barrier provides an immediate reason for a customer to seek an alternative. Brands that prioritize this create a significant competitive advantage. Businesses must continuously audit their checkout process from the customer's perspective, identifying and eliminating points of friction.

• Transparent Pricing: The leading cause of abandonment is unexpected costs. Combat this by prominently displaying all extra costs, shipping, handling, and taxes upfront, ideally on the product page and dynamically updated based on the customer's location. This builds trust and prevents last-minute surprises. Offering free shipping or a clear minimum purchase threshold to qualify for it can significantly reduce abandonment.

• Guest Checkout: Eliminate the barrier of mandatory account creation. Allow customers to check out as guests. While collecting customer data is valuable, prioritizing immediate conversion by offering a prominent guest checkout option simplifies the process. Businesses can encourage account creation after a purchase is complete by highlighting future benefits, such as faster checkout or loyalty rewards.

• Simplified Steps: A long or complicated checkout process is a major deterrent. Streamline the checkout flow by reducing the number of steps and unnecessary form fields.

• Diverse Payment Options: Cater to varied customer preferences by offering a wide range of payment methods. This includes traditional credit/debit cards, popular digital wallets (which account for 40% of all online transactions), and Buy Now, Pay Later (BNPL) options (used by over 60 million US shoppers). The absence of a preferred payment method can lead to 13% of abandonments.

Proactive Recovery Campaigns: Re-Engaging the Hesitant Buyer

Many abandonments are not a definitive "no," but rather a result of distraction, comparison shopping, or minor hesitation. Recovery campaigns act as timely, personalized reminders that re-engage the customer at their point of decision. They overcome inertia and address lingering doubts without being overly intrusive. 

• Effective Abandoned Cart Emails: These are incredibly powerful. Data shows that 45% of all cart abandonment emails are opened, 21% are clicked through, and 50% of those clicks lead to a recovered purchase. One in three people who clicked on an automated abandoned cart message made a purchase, representing a 42.02% click-to-conversion rate. Automated workflows for abandoned carts can boost conversion rates by about 50%.

• Best Practices:

• Personalization: Include product images, names, and prices of the abandoned items. Leverage first-party data to offer custom product suggestions or exclusive discounts.

• Incentives (Used Wisely): While 93% of shoppers are encouraged by free shipping, save larger incentives for second or third emails in a series to avoid giving away too much too soon.

• Urgency: Create a sense of urgency with time-limited offers or inventory alerts (e.g., "Only five left!").

• Clear Call-to-Action (CTA): Make it easy for customers to return to their cart with a prominent, clear CTA button.

• Retargeting Ads: Beyond emails, retargeting ads can bring back 26% of shoppers to complete their purchases. These ads remind customers of their abandoned items as they browse other sites, keeping a brand top-of-mind.

Need help turning Abandoned Carts into Completed Sales?

Abandoned carts represent a massive, recoverable revenue opportunity for American dispensaries, liquor stores, and hemp e-commerce brands. While the challenge is significant, the solutions are proven and highly effective, especially when implemented with a deep understanding of your unique market.

At DispoJoy, we specialize in helping businesses navigate these complexities and convert more browsers into loyal, repeat buyers through SMS, email, and display marketing. We understand the specific regulatory nuances of the cannabis and alcohol industries, allowing us to implement strategies that are not only effective but also compliant. Schedule a call with our team to get started!