B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
70.19%
70.19% -- average cart abandonment rate for general e-commerce (2026)
According to the Baymard Institute, the average cart abandonment rate across general e-commerce is 70.19%.
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Lighthouse Research Team
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Source verified
Evidence graded
Value
70.19%
Unit
Percentage
Data Vintage
2026
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://baymard.com/ ↗
Source Article
Firework | Step into Success: How to Reduce Cart Abandonment for Footwear Brands
Footwear brands, like those in the broader fashion and apparel sector, face some of the highest cart abandonment rates in e-commerce. According to Oberlo, the fashion industry sees an average cart abandonment rate of 78.53%, significantly higher than the general e-commerce average of 70.19% reported…
Original Research
Baymard Institute
· Original study ↗
Methodology
Source: Baymard Institute
Trend Over Time
| Period | Value | Change |
|---|---|---|
| 2022 | 70.19% | |
| 2026 (current) | 70.19% | 0% |
Segmentation
Industrymarketing
Cite this stat
Plain Text
general e-commerce: 70.19% average cart abandonment rate. Source: Baymard Institute (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/avg_cart_abandonment_rate_ecommerce
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<blockquote cite="https://lighthousedata.io/data/avg_cart_abandonment_rate_ecommerce" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>70.19%</strong> -- average cart abandonment rate for general e-commerce<br><small>Source: Baymard Institute (2026) · <a href="https://lighthousedata.io/data/avg_cart_abandonment_rate_ecommerce" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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