B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
39%
39% -- abandonment due to unexpected costs for online shoppers (2026)
39% of shoppers cite unexpected costs (shipping, taxes, fees) as a reason for cart abandonment.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
39%
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://kirro.io/how-to-increase-conversion-rate ↗
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Original Research
Baymard Institute
· Original study ↗
Methodology
Baymard Institute aggregated studies
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
online shoppers: 39% abandonment due to unexpected costs. Source: Baymard Institute (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/unexpected-costs-abandonment-39
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<blockquote cite="https://lighthousedata.io/data/unexpected-costs-abandonment-39" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>39%</strong> -- abandonment due to unexpected costs for online shoppers<br><small>Source: Baymard Institute (2026) · <a href="https://lighthousedata.io/data/unexpected-costs-abandonment-39" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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