Cart abandonment happens when a person adds one or more products to an e-commerce cart and leaves without completing payment. They already showed interest — and the sale still didn’t close.

It’s one of the most expensive leak points in online retail. Global rates near 70% are common; that doesn’t mean nothing can be done. Recovering even a fraction of those carts can move revenue. Classic causes: shipping costs that appear late, forced account creation, endless forms, few payment options, or distrust. Sometimes the cart is also used as a wishlist.

A real-life example of cart abandonment

You fill a supermarket cart, then at checkout discover delivery costs a fortune — or they demand a loyalty card before you can pay. You leave everything and walk out. Online is the same: every surprise in checkout pushes abandonment. A smooth flow with a clear payment processor reduces that friction.

Recovery tactics include automated emails, reminders, retargeting, or a one-time discount — used carefully, so you don’t train people to abandon on purpose. For practical tactics, see our post on cart abandonment recovery strategies.