Cart Abandonment

What is shopping cart abandonment?

Cart abandonment happens when a shopper adds products to their online cart but leaves the website without completing the purchase. The items remain in the cart, unpurchased, and are considered “abandoned.”

This is one of the most common challenges in ecommerce. Studies show that around 80% of online shoppers have abandoned a cart at least once. For print-on-demand sellers, it represents lost revenue - but also a valuable opportunity to understand and fix the reasons behind it.

How to calculate your cart abandonment rate?

Tracking your cart abandonment rate helps you identify where customers drop off during checkout.

You can calculate it by dividing the number of completed purchases by the number of carts created, subtracting that result from one, and multiplying by 100 to get your percentage.

For example, if 200 carts were created and 50 resulted in purchases, your abandonment rate would be 75%. That means three out of four shoppers left without buying - a clear sign to improve the checkout experience.

Why does cart abandonment matter?

Every abandoned cart represents a lost sale and an unmet intent to buy. Customers were interested enough to browse and add products, but something stopped them from finishing the purchase.

Common causes include:

Hidden fees or unexpected shipping costs
Complicated checkout processes
Slow website loading times
Poor mobile experience
Lack of trust in product quality or delivery

Reducing cart abandonment means improving the customer experience at every stage - from browsing to payment.

How cart abandonment impacts ecommerce?

High cart abandonment rates directly affect your store’s conversion rate, revenue, and customer lifetime value. Beyond immediate losses, they reveal friction points that discourage buyers from returning.

For print-on-demand brands, this often comes down to unclear shipping timelines, uncertain product quality, or limited payment options. Identifying and resolving these issues can significantly increase conversions.

6 ways to reduce cart abandonment

1. Improve website speed

Fast-loading pages lead to higher conversions. Optimize images, use caching tools, and consider a content delivery network (CDN) to ensure your site loads quickly.

2. Optimize for mobile

Most ecommerce traffic comes from mobile users. Make sure your store is responsive, loads fast, and works smoothly on all devices. For high-volume stores, a dedicated app can boost conversions even further.

3. Simplify the checkout process

Keep checkout quick and intuitive. Offer guest checkout, enable autofill, and use express payment methods like Apple Pay or PayPal. The fewer steps, the better.

4. Build trust through transparency

Be upfront about prices, shipping times, and return policies. Hidden fees or unclear delivery details are top reasons for cart abandonment.

5. Leverage social proof

Highlight reviews, ratings, and messages like “250 sold this week.” Social proof creates confidence and helps shoppers feel comfortable completing their purchase.

6. Recover abandoned carts automatically

Send personalized reminder emails or text messages to shoppers who leave items in their cart. Include product images, discount codes, or free shipping offers to encourage them to complete the order.

Bonus tips for print-on-demand stores

Offer multiple payment options: Include regional gateways and mobile wallets.
Provide a clear returns policy: Simple and transparent returns reduce hesitation.
Use exit-intent popups: Offer a small discount or incentive before users leave the page.

Why it matters for print-on-demand entrepreneurs?

In print-on-demand, you only make money when a customer completes their order. High cart abandonment can severely limit your growth, especially when operating with tight margins.

By improving checkout design, ensuring mobile performance, and maintaining transparency, you can create a smoother buying journey that turns browsers into buyers - and customers into repeat shoppers.