(MultiChannel Merchant)—The cart abandonment rate is one the most watched metrics in retail e-commerce, and one that most merchants could stand to improve. But before making changes to their Web sites, retailers need to understand the many factors that lead to cart abandonment – not all of which are inherently evil.
Cart abandonment rates average around 70%, but they can vary widely based on industry, product category, and customer base. For instance, research-heavy categories such as consumer electronics generally have higher abandonment, while specialty retailers, with exclusive product offerings, often boast much lower rates.
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