Abandoned orders on Website

Abandoned orders on a website occur when potential customers add items to their online shopping cart but leave without completing the purchase.

In the world of eCommerce, abandoned orders refer to the phenomenon of potential customers adding items to their online shopping carts and initiating the checkout process, only to discontinue the purchase before completing it. This behavior results in a lost sales opportunity and impacts a company's conversion rate. Abandoned orders can negatively impact a business’s revenue and profitability and are one of the most significant concerns for eCommerce businesses.


If an eCommerce website receives 10,000 initiated orders and 3,000 of them are abandoned, the abandoned order rate would be: (3,000 / 10,000) x 100 = 30%.

Why is Abandoned orders on Website important?

  • Loss of Revenue: When customers abandon their online shopping carts without completing the purchase, it results in lost potential revenue.
  • Low Conversion Rate: High abandoned order rates can signify problems with the user experience or purchasing process, leading to a lower conversion rate for the website.
  • Customer Retention: Understanding why customers abandon their orders can help businesses address issues and improve customer satisfaction, leading to increased customer retention and loyalty.

Which factors impact Abandoned orders on Website?

  • Complicated Checkout Process: A complex, multi-step checkout process can lead to customer frustration and increase the likelihood of order abandonment.
  • Lack of Payment Options: Limited payment methods may prevent customers from completing their purchase.
  • Hidden Costs: Unexpected shipping fees, taxes, and additional charges can cause customers to abandon their orders.
  • Inadequate Product Information: Insufficient or unclear product details may lead to customer uncertainty and eventual cart abandonment.

How can Abandoned orders on Website be improved?

  • Optimize Checkout Process: Streamline the checkout process and make it user-friendly to avoid confusion and obstacles that may lead to abandonment.
  • Provide Multiple Payment Options: Offer a wide range of payment options to cater to varying customer preferences.
  • Enable Guest Checkout: Allow customers to make purchases without necessarily having to create an account.
  • Be Transparent about Costs: Clearly display shipping charges, taxes, and any additional fees upfront to prevent unexpected surprises during checkout.
  • Retarget Abandoned Carts: Implement email or digital advertising campaigns targeting customers who abandoned their carts, reminding them of their unfinished purchase and offering incentives to complete the transaction.

What is Abandoned orders on Website's relationship with other metrics?

  • Conversion Rate: As abandoned orders decrease, the overall conversion rate on the website is likely to increase.
  • Customer Retention Rate: Reducing abandoned orders by addressing user experience issues may lead to higher customer satisfaction, and in turn, improve customer retention rates.
  • Abandoned Cart Recovery Rate: Monitoring and improving the rate at which customers return to complete abandoned orders can provide insights into the effectiveness of retargeting campaigns and website improvements.
  • Average Order Value (AOV): Reducing abandoned orders can result in an increased AOV by ensuring more completed transactions, potentially driving higher revenue for the business.

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