B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
43%
43% -- share of abandoners just browsing for Ecommerce cart abandoners (2025)
43% of ecommerce cart abandoners reported they were just browsing and never intended to buy.
- Self-reported reason for abandoning ecommerce carts
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
43%
Unit
Percentage
Data Vintage
2025
Entity
Geography
Global
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Sources (2)
Baymard Institute
Primary
Tier B
https://kirro.io/cro-metrics ↗
Source Article
CRO Metrics: 10 KPIs That Actually Drive Conversions
The CRO metrics that matter most are segmented conversion rate, revenue per visitor, and bounce rate by traffic source. Not the 15 metrics your analytics dashboard shows you by default. Most teams track too many numbers and act on none of them. That’s not measurement. That’s hoarding. Getting the CR…
Also cited by
Original Research
Baymard Institute
· Original study ↗
Methodology
Baymard Institute survey
Methodology documented
Segmentation
IndustryRetail
RegionGlobal
RoleAll marketers
Channelmulti-channel
Cite this stat
Plain Text
Ecommerce cart abandoners: 43% share of abandoners just browsing. Source: Baymard Institute (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/just-browsing-abandoners
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<blockquote cite="https://lighthousedata.io/data/just-browsing-abandoners" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>43%</strong> -- share of abandoners just browsing for Ecommerce cart abandoners<br><small>Source: Baymard Institute (2025) · <a href="https://lighthousedata.io/data/just-browsing-abandoners" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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