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.
Key findings
- 01
The most reliable cart abandonment benchmark remains Baymards 70.19% average rate.
- 02
Shipping, taxes, and fees are still the biggest checkout killer in public data, well ahead of account creation and checkout complexity.
- 03
Recovery email economics remain compelling: Moosend reports up to 45% open rates, 21% click-through among opened emails, and purchases from half of clickers.
- 04
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.
- 05
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.
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Cart Abandonment
| Figure | Statistic | Source | Year |
|---|---|---|---|
| 70.19% | The documented average cart abandonment rate is 70.19%.Baymard Institute · 2024 | Baymard Institute | 2024 |
| 48% | 48% of US online shoppers abandon checkout because extra costs such as shipping, taxes, or fees are too high.Baymard Institute · 2025 | Baymard Institute | 2025 |
| 24% | 24% abandon because the site wanted them to create an account.Baymard Institute · 2025 | Baymard Institute | 2025 |
| 22% | 22% end checkout because delivery is too slow.Baymard Institute · 2026 | Baymard Institute | 2026 |
| 18% | 18% do not trust the site with their credit card information.Baymard Institute · 2026 | Baymard Institute | 2026 |
| 17% | 17% abandon because checkout is too long or too complicated.Baymard Institute · 2025 | Baymard Institute | 2025 |
| 16% | 16% abandon because they could not see or calculate the full order cost upfront.Baymard Institute · 2025 | Baymard Institute | 2025 |
| 13% | 13% abandon because the website had errors or crashed.Baymard Institute · 2025 | Baymard Institute | 2025 |
| 12% | 12% abandon their purchase because they are dissatisfied with the site’s return policy.Baymard Institute · 2026 | Baymard Institute | 2026 |
| 9% | 9% abandon because there were not enough payment methods.Baymard Institute · 2025 | Baymard Institute | 2025 |
| 4% | 4% abandon their purchase when their credit card is declined.Baymard Institute · 2026 | Baymard Institute | 2026 |
Recovery & Conversion
| Figure | Statistic | Source | Year |
|---|---|---|---|
| ≤45% | Cart abandonment emails see open rates of up to 45%.Moosend · 2025 | Moosend | 2025 |
| 21% | 21% of opened cart abandonment emails receive a click-through.Moosend · 2025 | Moosend | 2025 |
| 1 in 2 | Half of the users who click a cart abandonment email end up making a purchase.Moosend · 2025 | Moosend | 2025 |
| 35.26% | Baymard says the average large e-commerce site can increase conversion by 35.26% through checkout redesign.Baymard Institute · 2026 | Baymard Institute | 2026 |
Returns & Support Load
Personalization & Revenue
| Figure | Statistic | Source | Year |
|---|---|---|---|
| >30% | Barilliance says personalized product recommendations can drive more than 30% of e-commerce revenue.Barilliance · 2025 | Barilliance | 2025 |
| 12% | Barilliance reports an average 12% increase in attributed revenue after implementing product recommendations.Barilliance · 2025 | Barilliance | 2025 |
Methodology
Last updated March 31, 2026. Each claim links to a current public source page from the named publisher.
Data limitations
- Cart-abandonment and return-rate figures vary by category, geography, and price band.
- Statistics blend mobile and desktop behavior even when patterns differ significantly.
- Direct-to-consumer numbers may not transfer to marketplace sellers (Amazon, Etsy, eBay).