Cart Abandonment
Cart abandonment is when a shopper adds items to their cart but leaves the site without completing the purchase. The average ecommerce cart abandonment rate is 68–72%. Recovering even a fraction of abandoned carts through email sequences and retargeting is high-ROI for most stores.
Why It Matters for Shopify Stores
Cart abandonment is the biggest single source of recoverable revenue for most Shopify stores. If your store has a 70% abandonment rate and you recover just 10% of those carts through email sequences, you're effectively gaining 7% more revenue from the same traffic. Common abandonment causes include: unexpected shipping costs, forced account creation, too many checkout steps, missing payment options, and trust concerns at checkout. Shopify's abandoned cart email is free and easy to set up — one of the highest-ROI quick wins.
How to Check Your Store
In Shopify Analytics > Overview or Finances > Reports, find your cart abandonment rate. In Google Analytics 4, look at the checkout funnel in the Monetization > Checkout Journey report.
Use the free shopify checkout trust audit toolHow to Fix It
Enable Shopify's abandoned checkout email sequence. Add a free shipping threshold (if viable). Reduce checkout friction by enabling one-page checkout, Shop Pay, and express payment options. Add trust badges to the checkout page.
Related Terms
Conversion Rate
Trust & CROConversion rate is the percentage of store visitors who complete a purchase.
Trust Badges
Trust & CROTrust badges are visual elements displayed on product and checkout pages that reassure buyers about the safety and reliability of their purchase.
Checkout Extensibility
ShopifyCheckout Extensibility is Shopify's system for customizing the checkout experience using Checkout UI Extensions — code that runs inside the Shopify checkout without requiring scripts in the checkout.
Above the Fold
Trust & CROAbove the fold refers to the portion of a webpage that's visible without scrolling — the first screen a visitor sees.
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