E-Commerce Customer Support Statistics for 2026
Audited public benchmarks for cart abandonment, recovery, returns, support load, and personalization.
The e-commerce statistics page originally included several figures that did not line up with the latest public source text. The audited version below keeps the strongest publicly accessible checkout, recovery, returns, and personalization benchmarks.
Baymard remains the anchor source for cart abandonment and checkout friction. Moosend covers recovery email performance, Narvar covers returns behavior, Zendesk provides a public holiday support benchmark, and Barilliance provides defensible personalization revenue figures.
Key findings
Cart Abandonment
Recovery & Conversion
Returns & Support Load
Personalization & Revenue
Methodology
Frequently asked questions
What is the best current benchmark for cart abandonment?
Baymard Institutes published benchmark of 70.19% is the strongest public cart-abandonment figure retained in this audit.
Why are shoppers abandoning checkout?
The audited 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.
Do cart abandonment emails still work?
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.
How important is the return policy before purchase?
Very important. Narvar reports that 82% of shoppers sometimes or always check a retailers return policy before buying.
How much revenue can personalization influence?
Barilliance says product recommendations can drive more than 30% of e-commerce revenue and reported an average 12% increase in attributed revenue after implementation.