Statistics
Public benchmarks for cart abandonment, recovery, returns, support load, and personalization.
E-commerce support benchmarks: cart abandonment, recovery email performance, returns behavior, holiday support load, and personalization revenue. Sources include Baymard, Moosend, Narvar, Zendesk, and Barilliance.
The most reliable cart abandonment benchmark remains Baymards 70.19% average rate.
Shipping, taxes, and fees are still the biggest checkout killer in public data, well ahead of account creation and checkout complexity.
Recovery email economics remain compelling: Moosend reports up to 45% open rates, 21% click-through among opened emails, and purchases from half of clickers.
Returns policy visibility is a real buying variable, not just a post-purchase concern. Narvar reports that 82% of shoppers check the return policy before buying.
Personalization remains one of the strongest revenue levers, with Barilliance attributing more than 30% of revenue and a 12% attributed revenue lift to recommendation programs.
| Statistic | Source | Year |
|---|---|---|
| The documented average cart abandonment rate is 70.19%. | Baymard Institute | 2024 |
| 48% of US online shoppers abandon checkout because extra costs such as shipping, taxes, or fees are too high. | Baymard Institute | 2025 |
| 24% abandon because the site wanted them to create an account. | Baymard Institute | 2025 |
| 22% end checkout because delivery is too slow. | Baymard Institute | 2026 |
| 18% do not trust the site with their credit card information. | Baymard Institute | 2026 |
| 17% abandon because checkout is too long or too complicated. | Baymard Institute | 2025 |
| 16% abandon because they could not see or calculate the full order cost upfront. | Baymard Institute |
Baymard Institutes published benchmark of 70.19% is the strongest public cart-abandonment figure.
Baymard data points to extra costs first, followed by forced account creation, checkout complexity, lack of upfront total cost visibility, site errors, and limited payment methods.
Yes. Moosend reports open rates up to 45%, click-through rates on 21% of opened emails, and purchases from half of the users who click.
| 24% abandon because the site wanted them to create an account. | Cart Abandonment | Baymard Institute | 2025 | Source |
| 22% end checkout because delivery is too slow. | Cart Abandonment | Baymard Institute | 2026 | Source |
| 18% do not trust the site with their credit card information. | Cart Abandonment | Baymard Institute | 2026 | Source |
| 17% abandon because checkout is too long or too complicated. | Cart Abandonment | Baymard Institute | 2025 | Source |
| 16% abandon because they could not see or calculate the full order cost upfront. | Cart Abandonment | Baymard Institute | 2025 | Source |
| 13% abandon because the website had errors or crashed. | Cart Abandonment | Baymard Institute | 2025 | Source |
| 12% abandon their purchase because they are dissatisfied with the site’s return policy. | Cart Abandonment | Baymard Institute | 2026 | Source |
| 9% abandon because there were not enough payment methods. | Cart Abandonment | Baymard Institute | 2025 | Source |
| 4% abandon their purchase when their credit card is declined. | Cart Abandonment | Baymard Institute | 2026 | Source |
| Cart abandonment emails see open rates of up to 45%. | Recovery & Conversion | Moosend | 2025 | Source |
| 21% of opened cart abandonment emails receive a click-through. | Recovery & Conversion | Moosend | 2025 | Source |
| Half of the users who click a cart abandonment email end up making a purchase. | Recovery & Conversion | Moosend | 2025 | Source |
| Baymard says the average large e-commerce site can increase conversion by 35.26% through checkout redesign. | Recovery & Conversion | Baymard Institute | 2026 | Source |
| 82% of shoppers sometimes or always check a retailers return policy before making a purchase. | Returns & Support Load | Narvar | 2025 | Source |
| Zendesk says holiday support ticket volumes can increase by as much as 42%. | Returns & Support Load | Zendesk | 2023 | Source |
| Barilliance says personalized product recommendations can drive more than 30% of e-commerce revenue. | Personalization & Revenue | Barilliance | 2025 | Source |
| Barilliance reports an average 12% increase in attributed revenue after implementing product recommendations. | Personalization & Revenue | Barilliance | 2025 | Source |
| 2025 |
| 13% abandon because the website had errors or crashed. | Baymard Institute | 2025 |
| 12% abandon their purchase because they are dissatisfied with the site’s return policy. | Baymard Institute | 2026 |
| 9% abandon because there were not enough payment methods. | Baymard Institute | 2025 |
| 4% abandon their purchase when their credit card is declined. | Baymard Institute | 2026 |
| Cart abandonment emails see open rates of up to 45%. | Moosend | 2025 |
| 21% of opened cart abandonment emails receive a click-through. | Moosend | 2025 |
| Half of the users who click a cart abandonment email end up making a purchase. | Moosend | 2025 |
| Baymard says the average large e-commerce site can increase conversion by 35.26% through checkout redesign. | Baymard Institute | 2026 |
| 82% of shoppers sometimes or always check a retailers return policy before making a purchase. | Narvar | 2025 |
| Zendesk says holiday support ticket volumes can increase by as much as 42%. | Zendesk | 2023 |
| Barilliance says personalized product recommendations can drive more than 30% of e-commerce revenue. | Barilliance | 2025 |
| Barilliance reports an average 12% increase in attributed revenue after implementing product recommendations. | Barilliance | 2025 |
Very important. Narvar reports that 82% of shoppers sometimes or always check a retailers return policy before buying.
Barilliance says product recommendations can drive more than 30% of e-commerce revenue and reported an average 12% increase in attributed revenue after implementation.
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