B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
48%
48% -- cart abandonment reason share for ecommerce shoppers (unexpected shipping costs) (2025)
48% of cart abandonments are due to unexpected shipping costs according to Baymard's research.
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Lighthouse Research Team
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Evidence graded
Value
48%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Baymard Institute
Primary
Tier B
https://oravaa.ai/blog/voice-ai-cart-abandonment-recovery ↗
Source Article
Cart Abandonment Calls That Don't Feel Like Cart Abandonment Calls: The Voice AI Playbook
A shopper spends 14 minutes on a DTC site, picks out a $180 cashmere sweater, gets to checkout, and bounces. Their email gets three abandonment emails over the next 72 hours. Their phone gets two SMS reminders. The cart never converts.
This is the standard recovery sequence in ecommerce. It's also t…
Original Research
Baymard Institute
· Original study ↗
Methodology
Baymard research on top reasons for cart abandonment, cited
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
ecommerce shoppers (unexpected shipping costs): 48% cart abandonment reason share. Source: Baymard Institute (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/abandonment-reason-shipping-costs
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<blockquote cite="https://lighthousedata.io/data/abandonment-reason-shipping-costs" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>48%</strong> -- cart abandonment reason share for ecommerce shoppers (unexpected shipping costs)<br><small>Source: Baymard Institute (2025) · <a href="https://lighthousedata.io/data/abandonment-reason-shipping-costs" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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