B Evidence Grade B Graded accuracy verified by the review judge Safe to Cite Current

18%

18% -- share of abandonments due to lack of trust for ecommerce shoppers (2026)

Name: Share Of Abandonments Due To Lack Of Trust Statistics
Creator: Lighthouse Intelligence
Published: 2026-10-02

2026 · Baymard Institute

Approximately 18% of abandoned checkouts occur due to a lack of trust.

Figure is described as an approximate impact (~18%) based on aggregated research from Baymard Institute and Shopify

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Attribution: Baymard Institute View source

Lighthouse Research Team

Last verified: 2026-10-02 · How we verify data →

Source verified Evidence graded

Value

18%

Unit

Percentage

Data Vintage

2026

Entity

ecommerce shoppers

Geography

Global

Evidence Quality

Strong, reliable evidence

Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.

61/100 confidence

Single source - not yet corroborated

Score breakdown

Extraction

Source Trust

Citation Chain

Independence

Methodology

Freshness

Source

Baymard Institute Primary Tier C

https://www.avocadots.com/post/most-common-reasons-for-abandoned-checkouts-and-how-to-fix-them ↗

Confidence: 22/100 Vintage: 2026 Channel: Common Crawl

Source Article

Most Common Reasons for Abandoned Checkouts (and How to Fix Them)

Original Research

Baymard Institute · Original study ↗

Methodology

Approximate impact figure from Baymard Institute/Shopify data cited in article

Methodology documented

Segmentation

IndustryeCommerce RegionGlobal RoleAll marketers Channelmulti-channel

Cite this stat

Plain Text

ecommerce shoppers: 18% share of abandonments due to lack of trust. Source: Baymard Institute (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/abandonment-lack-trust-18

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<blockquote cite="https://lighthousedata.io/data/abandonment-lack-trust-18" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>18%</strong> -- share of abandonments due to lack of trust for ecommerce shoppers<br><small>Source: Baymard Institute (2026) · <a href="https://lighthousedata.io/data/abandonment-lack-trust-18" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>

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