Checkout abandonment rate
Checkout abandonment rate
Checkout
The share of shoppers who start checkout but do not finish.
What is Checkout abandonment rate?
Checkout abandonment is narrower than cart abandonment. It only counts shoppers who began checkout, so it points to problems in the checkout itself: surprise shipping costs or taxes, forced account creation, too many form fields, missing payment options or slow load times.
Ways to lower it: show total costs early, allow guest checkout, offer fast wallets like Shop Pay and Apple Pay, keep forms short and make sure checkout works well on phones. Reaching out to shoppers who left checkout with a reminder can also recover some of those orders.
Formula
Checkout abandonment rate = (1 - Orders ÷ Checkouts started) × 100
Example
For example, 2,000 shoppers start checkout in a week and 1,300 place an order. The checkout abandonment rate is (1 - 1,300 ÷ 2,000) × 100 = 35%.
Why Checkout abandonment rate Matters
Shoppers in checkout have already decided to buy, so every fix here turns existing traffic into revenue.
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