B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
70%
70% -- online shopping cart abandonment rate for Global e-commerce (2026)
Baymard Institute's ongoing research finds that the average documented online shopping-cart abandonment rate is approximately 70%.
- Rate is approximate and varies by device, industry, and measurement method
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
70%
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://www.6peo.com/marketing/how-understanding-the-customer-journey-leads-to-higher-conversions/ ↗
Source Article
How Understanding the Customer Journey Leads to Higher Conversions
Original Research
Baymard Institute
· Original study ↗
Methodology
Baymard Institute ongoing meta-research on documented cart abandonment studies
Methodology documented
Trend Over Time
| Period | Value | Change |
|---|---|---|
| 2022 | 88.05% | |
| 2026 (current) | 70% | -20.5% |
Segmentation
Industrymarketing
Cite this stat
Plain Text
Global e-commerce: 70% online shopping cart abandonment rate. Source: Baymard Institute (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/baymard-cart-abandonment-70
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<blockquote cite="https://lighthousedata.io/data/baymard-cart-abandonment-70" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>70%</strong> -- online shopping cart abandonment rate for Global e-commerce<br><small>Source: Baymard Institute (2026) · <a href="https://lighthousedata.io/data/baymard-cart-abandonment-70" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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