Checkout Conversion Benchmarks 2026: Cart Abandonment & CVR
Checkout conversion benchmarks 2026 — cart abandonment rates by device and industry, checkout completion rates, and step-by-step funnel benchmarks for e-commerce.
Updated: 2025 | OwlClaw Digital Marketing Benchmarks
What are checkout conversion benchmarks?
Checkout conversion benchmarks measure the % of shoppers completing a purchase after initiating checkout — covering cart abandonment rate, checkout funnel step completion rates, and payment method conversion rates.
The average 70% cart abandonment means 7 in 10 users who add to cart leave without buying. Reducing abandonment from 75% to 65% increases revenue by 40% from the same traffic — making checkout optimisation often the highest-ROI e-commerce investment.
Cart abandonment globally averages 70.19%. The difference between 65% and 80% abandonment on the same traffic volume represents enormous revenue impact. This report covers 2026 checkout conversion benchmarks from Baymard Institute and Shopify.
Key Benchmark Summary
Global average cart abandonment rate: 70.19% (Baymard 2025).
Mobile cart abandonment: 85.65% vs 64% desktop.
Average checkout completion rate (those who start): 47%.
Guest checkout availability increases CVR by 35% vs forced account creation.
Benchmark Tables
Cart Abandonment Rate by Device & Industry
Cart abandonment rates across device types and product categories.
| Segment | Abandonment Rate | Good Rate |
|---|---|---|
| Mobile (global avg) | 85.65% | <75% |
| Desktop (global avg) | 64% | <55% |
| Travel / Bookings | 90% | <80% |
| Fashion | 68.3% | <60% |
| Grocery / FMCG | 57.2% | <50% |
Source: Baymard Institute 2025 · 2025
Industry Comparison
Cart Abandonment by Industry
Higher-consideration products have higher abandonment as buyers need more decision time.
| Industry | % of carts abandoned before purchase | Rating |
|---|---|---|
| Travel & Hospitality | 90.1% abandonment | Below avg |
| Finance | 83.6% abandonment | Below avg |
| Fashion | 68.3% abandonment | Average |
| Grocery / FMCG | 57.2% abandonment | Above avg |
Source: Baymard Institute 2025 · 2025
Visual Benchmarks
Data Visualisation
Cart Abandonment Rate by Device
Abandonment rate %
Strategy Recommendations
Offer guest checkout
Quick Win26% of users abandon when forced to create an account (Baymard). Offering guest checkout increases completion by 35%. Prompt account creation post-purchase instead.
Minimise checkout to 3 steps or one page
Medium TermEach checkout step loses 10–20% of users. Single-page checkout outperforms multi-step by 21.8% on completion rate. Show a clear progress indicator for multi-step flows.
Data Sources
CRO & Leads Benchmark FAQs
The global average cart abandonment rate is 70.19%. Mobile is higher at 85.65%. Travel and finance experience 85–90% abandonment. Fashion averages 68%. Below 60% overall puts you in the top quartile for checkout efficiency.
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