Global online shopping cart abandonment rate 2006-2024

Cart abandonment rates have been climbing steadily since 2014, after reaching an all-time high in 2013. In 2023, the share of online shopping carts that is being abandoned reached 70 percent for the first time since 2013. This is an increase of more than 10 percentage points compared to the start of the time period considered here. Mobiles vs. desktopsWhen global consumers shop online, they spend considerably more when doing so on desktop computers. In December 2023, the average value of e-commerce purchases made through desktops was approximately 159 U.S. dollars. Purchases completed on mobiles and tablets were of comparable values, ranging between 100 and 105 U.S. dollars. Even though consumers spent more when conducting their shopping on computers, they were more inclined to add products to their shopping carts when using mobile devices. Ultimately, mobile devices provide a convenient and more accessible way to shop, but desktop computers remain the preferred choice for more expensive purchases. Where do consumers shop online?Across the globe, digital marketplaces are shoppers’ number-one online shopping destination. As of April 2023, some 35 percent of consumers voted marketplaces as their favorite e-commerce channel, followed by supermarkets and grocers (15 percent), and direct-to-consumer sites (14 percent). Looking at which retailers’ global shoppers prefer to shop at, amazon.com emerged as the world's most popular online marketplace, based on share of visits. The U.S. portal accounted for around one-fifth of the global online marketplace's traffic in December 2023. Amazon's German and Japanese portal sites ranked third and fifth among the leading online marketplaces, further demonstrating Amazon's dominance over the market.

自2014年起，购物车弃置率稳步上升，并在2013年达到历史最高点。至2023年，在线购物车被弃置的比例首次自2013年以来达到70%，较本时间序列的起点上升超过10个百分点。在移动设备与桌面电脑之间，当全球消费者进行在线购物时，他们在桌面电脑上进行购物时的消费金额显著更高。2023年12月，通过桌面电脑完成的电子商务购买的均值为约159美元。在移动设备和平板电脑上完成的购买价值相当，介于100至105美元之间。尽管消费者在电脑上进行购物时花费更多，但他们更倾向于使用移动设备将产品添加到购物车中。最终，移动设备提供了便捷且易于访问的购物方式，但桌面电脑仍然是进行高价购买的首选。消费者在线购物的目的地？在全球范围内，数字市场已成为消费者首选的在线购物场所。截至2023年4月，约35%的消费者将市场视为他们最喜欢的电子商务渠道，其次是超市和杂货店（15%），以及直接面向消费者的网站（14%）。观察全球消费者偏好的零售商，amazon.com根据访问份额成为全球最受欢迎的在线市场，美国门户网站在2023年12月约占全球在线市场流量的五分之一。亚马逊的德国和日本门户网站分别位列领先在线市场的第三和第五位，进一步证明了亚马逊在市场上的主导地位。