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 September 2022, the sector with the highest cart abandonment rate is luxury and jewelry. At 79.06%, this means that nearly four out of every five people arriving at an online store selling jewelry and/or other luxury items leave the site without purchasing anything after having added items to their shopping carts.

The luxury and jewelry sector’s cart abandonment rate has been fluctuating over the past year. In the past 12 months, the lowest and highest rates came within one month of each other. December 2021 saw the industry’s cart abandonment rate drop to 72.93% before it surged to 79.74% the month after—a jump of 6.81 percentage points.

According to the list analyzing cart abandonment rate by industry, the home and furniture sector follows in second place, with a rate of 78.25%—just 0.81 percentage points behind luxury and jewelry. 

This is followed by the fashion, accessories, and apparel industry, with 76.71%, and the beauty and personal care industry, with 75.87%. 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 72%. This sector has experienced the biggest fluctuation in cart abandonment rate over the past year. Its highest rate of cart abandonment, registered in May 2022, was 87.95%. Just three months later, in August 2022, it fell to 63.83%—a 24.12 percentage point difference.

Food and beverage and pet care and veterinary services follow with cart abandonment rates of 60.37% and 58.9%, respectively. According to this list studying cart abandonment rate by industry, the sector with the lowest (and best) rate is consumer goods. Only around half (50.78%) of shoppers on these online stores abandon their carts. 

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