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To reduce cart abandonment, first distinguish shoppers who are browsing or comparing from those who leave because checkout is confusing, costly, or difficult to complete. You cannot make every shopper ready to buy, but you can remove avoidable friction: make guest checkout obvious, ask only for necessary information, show costs and delivery details early, and help shoppers fix form errors. Track where people leave so you focus on the largest problems in your own checkout.
What cart abandonment can—and cannot—tell you
An overall abandonment rate combines different behaviors. Some shoppers are “just browsing / not ready to buy”; others leave because a checkout problem gets in the way. Redesign can address the second group, but it cannot reliably turn low-intent visits into purchases. Baymard Institute reports a 70.19% global average cart abandonment rate on its checkout usability research overview, a figure it has tracked over 14 years. Treat that as Baymard’s reported average, not a target or a prediction for every retailer. Definitions, samples, and periods vary. Baymard checkout usability research overview
In Baymard’s US survey, 42% of online shoppers said they had abandoned a cart in the prior three months because they were just browsing or not ready to buy. In the same article, 17% reported abandoning an order in the past quarter because checkout was too long or complicated. These are US shopper survey findings, not global rates or proof that those reasons explain every exit. Baymard abandonment research
Use your own funnel data to separate checkout friction from likely intent, cost, inventory, payment, or technical issues. A high top-line rate by itself does not identify what to fix.
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Find the checkout stage and device where shoppers leave
Measure progression through the steps your checkout actually uses—for example, cart, contact or account choice, delivery, payment, and order review. Compare completion and error rates by stage and device. This helps distinguish a field that causes mobile users to stall from a delivery cost revealed late, a payment failure, or shoppers who leave before starting checkout.
- Group exits by plausible cause where your analytics and support data allow: browsing or comparison, shipping and total cost, account creation, form errors, payment failures, and technical problems.
- Check whether a problem is concentrated on desktop, mobile web, or an app, rather than assuming the same fix works everywhere.
- Prioritize issues by how many shoppers encounter them, where they occur, whether they are fixable in the checkout experience, implementation effort, and the change in completion or error rates after a fix.
Baymard’s 2025 Checkout UX benchmark article reports mediocre-or-worse checkout UX on 64% of desktop ecommerce sites, 63% of mobile sites, and 46% of apps it assessed. The article was published November 13, 2024, and updated November 25, 2025; those figures describe its benchmark, not the prevalence of checkout problems across every store. Baymard 2025 Checkout UX benchmark
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Make guest checkout easy to see
When shoppers reach an account-choice screen, make guest checkout a clear, prominent option rather than a secondary link or a choice they must hunt for. Baymard’s benchmark says 62% of sites fail to make guest checkout their most prominent account-selection option. Its US survey found 18% of participants had abandoned an order because they did not want to create an account. The survey finding is specific to US participants; it does not establish the same share in other markets. Baymard 2025 Checkout UX benchmark
If an account is useful, offer account creation after the order is complete instead of making it a prerequisite to purchase. Delaying account creation can also reduce what a new customer must do during checkout. Baymard form-field research
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Ask for less information, not just fewer steps
Every field asks a shopper to interpret a label, enter information, and potentially correct a mistake. In Baymard’s 2024 benchmark, a new-user checkout averaged 5.1 steps and 11.3 form fields. Its research indicates that the number of fields generally matters more to usability than the number of steps. Baymard’s 2024 checkout-flow benchmark
Baymard’s abandonment article separately reports 23.48 form elements displayed by default in the average US checkout, compared with an ideal flow it says can be reduced to 12 elements in its usability research. Form elements and form fields are different counts, so do not compare them as though they were the same measure. These benchmark values are not a field-count target for every store. Baymard abandonment research
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Audit fields against a real need
For each field, ask whether it is required to take payment, deliver the order, meet a legal obligation, or support a necessary operational task. Remove or defer anything that has no clear purpose. Depending on how your business fulfills orders, consider these changes:
- Use one name field if your systems and shipping process do not require separate first and last names.
- Hide address line 2 unless the shopper needs to provide it.
- Keep coupon entry out of the main flow or reveal it on request, so the field does not distract shoppers who have no code.
- Avoid asking for a billing address again when it can be handled safely through a relevant payment option or an address-match choice.
Do not remove information your payment provider, legal requirements, shipping carrier, or fulfillment workflow genuinely needs. Test changes against successful orders as well as checkout completion; fewer fields are not useful if they create delivery or payment failures.
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Show total cost and useful delivery details early
Give shoppers the information they need to decide whether to continue before they are forced through unnecessary steps. Make the order total and applicable delivery costs clear as early as your checkout and business rules allow. If delivery choices change the cost or arrival time, show the choices together with their consequences. Where possible, provide an expected delivery date rather than only a speed label such as “standard” or “express.” Baymard’s 2025 benchmark identifies delivery dates and visible fulfillment choices as important checkout practices. Baymard 2025 Checkout UX benchmark
Do not imply a delivery date is guaranteed if your carrier or fulfillment process cannot support that promise. Explain relevant limitations near the option so shoppers can make an informed choice.
Make form errors specific and recoverable
When a shopper makes a mistake, identify the field and explain what needs to change in plain language. A message such as “Enter a valid postal code” is more useful than a generic “Something went wrong.” Keep the message near the affected field, preserve the shopper’s other entries, and avoid forcing them to guess which value failed. Clearly distinguish required fields from optional ones. Baymard’s 2025 benchmark calls out adaptive error messages and clear required-versus-optional field labels. Baymard 2025 Checkout UX benchmark
Test changes against your own baseline
- Record a baseline. Measure the share of shoppers who progress through each checkout stage, plus field errors and payment failures, split by device where possible.
- Choose a specific friction point. Use the stage-level data and shopper feedback to select one change, such as making guest checkout prominent or removing a field that is not needed.
- Change one meaningful thing at a time where practical. Keep other major checkout changes stable during the comparison so the result is easier to interpret.
- Compare outcomes. Check completion and error rates, and make sure the change has not increased failed payments, incorrect orders, or fulfillment problems.
- Keep, revise, or roll back. Decide based on the measured effect for your own shoppers, not a published potential-lift figure.
Baymard’s checkout usability overview says its benchmark examined 344 top-grossing US and EU ecommerce sites; its evidence should not be treated as a guarantee for a smaller store or a different market. Baymard also reports a 35.26% potential increase in conversion for the average large ecommerce site from checkout design improvements. That is a research-based potential estimate, not an expected result for an individual merchant. Measure your own baseline and the effect of each change. Baymard checkout usability research overview Baymard abandonment research
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