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In 2026, a significant amount of online shopping orders were abandoned, i.e. not converted into a purchase. Websites offering beauty and personal care products had the highest cart abandonment rates out of all measured categories, measured at over **Ìý±è±ð°ù³¦±ð²Ô³Ù.

Why do buyers abandon their online carts?

Wishful thinking, planning a dream vacation, just checking how expensive the total order will be... there are many reasons why consumers put together an order and end up abandoning it. Online travel bookers in particular are keen to shop around for deals and wait for the best day to book flights and hotels. Many online travel agencies (OTA) are dedicated to comparing prices, and countless blog entries encourage travelers to book their flights at certain times on specific days to save cash or get better value for money. For digital shoppers in the United States, the primary reason for abandoning an online shopping order is too high extra costs such as shipping and fees, followed by the requirement to create an account on the website to proceed with the purchase.

It depends on the device

Mobile users generally show higher cart abandonment rates than desktop shoppers. For instance, in the United States, mobile buyers exhibited a ten percentage points higher cart abandonment rate than desktop shoppers. Great Britain has a slightly smaller gap between mobile and desktop abandonment rates, though the higher-on-mobile trend seems to be upheld.