Whether it’s bounce rates, add-to-cart rates, or any other metric, average conversion rates of ecommerce brands vary from industry to industry. This means that knowing what targets to set for your business will depend on the sector you’re in. Here’s a breakdown of the different cart abandonment rates by industry.

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Cart abandonment rate by industry

Recent data studying cart abandonment rate by industry shows that, as of October 2023, the sector with the highest cart abandonment rate is beauty and personal care. At 83.29%, this means that more than four out of every five people arriving at an online store selling beauty and personal care products leave the site without purchasing anything after having added items to their shopping carts.

This is one of the highest cart abandonment rates the beauty and personal care sector has seen over the past 12 months. Its lowest rate came in November 2022, at 79.64%. Its rate shot to 83.84% in January 2023 and 83.96% in April 2023, the latter of which is the highest point between November 2022 and October 2023.

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According to the list analyzing cart abandonment rate by industry, the home and furniture sector follows in second place, with a rate of 79.05%—just 4.24 percentage points behind beauty and personal care. 

This is followed by the luxury and jewelry industry, with 77.5%, and the fashion, accessories, and apparel industry, with 77.48%. In other words, around three out of every four shoppers arriving at online stores in these two industries do not complete their checkouts after adding items to their baskets.

Fifth on this list analyzing cart abandonment rate by industry is multi-brand retail, with 67.24%. This sector has experienced huge fluctuations in its cart abandonment rate over the past year. Its lowest rate of cart abandonment, registered in November 2022, was 62.5%. Four months later, in February 2023, it surged to 73.35%—a 10.85 percentage point difference.

Pet care and veterinary services follows, with a cart abandonment rate of 55.95%. According to this list studying cart abandonment rates by industry, the sectors with the lowest (and best) rates are food and beverage and consumer goods. Fewer than half of all shoppers on these online stores abandon their carts. 

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