Industry data consistently shows 65–80% of ecommerce carts are abandoned. The reasons cluster around: unexpected shipping costs, mandatory account creation, slow or confusing checkout, payment options not supported, and simple browser-closing comparison shopping.
The two structural fixes are eliminating surprise costs (show shipping early, ideally before the cart) and minimising checkout friction (guest checkout, fewer fields, mobile-optimised payment). The behavioural fix is the abandoned-cart email sequence — typically 10–30% recovery of triggered emails.
Tracking abandoned carts requires identifying the shopper, which means capturing the email earlier in the funnel. Multi-step checkouts that collect email first, exit-intent capture, and account-based shopping are the three main mechanisms.