Cart Abandonment in Fashion: The Data Breakdown

Thousands of potential sales are lost at checkout every second. Shoppers browse, add to cart, and even enter their details—only to vanish before making a purchase. But why? 

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 “Online shopping misses touchpoints.”
                   - Chris, FERO’s E-Commerce Specialist
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Unlike in-store, where customers can touch fabrics, see sizes, colours, fits, and get immediate assistance, online shoppers are left with uncertainty. Unexpected shipping costs, limited payment options, and complicated checkouts all contribute to hesitation—and abandoned carts.

Seasoned e-commerce marketers know how to counteract this hesitation:

 ✔ Discounts for price-sensitive buyers
✔ Urgency tactics for the indecisive (e.g., “Only 2 left in stock!”)
✔ Easy returns for casual browsers who fear commitment
✔ Shipping incentives for those deterred by extra fees

But the resources and insights needed for optimising and tailoring checkout experiences is often lacking. 
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“Large fashion brands leverage immense pools of data & technology – small and mid-sized stores have no access to that.”‍

                                                                                                                          - Chris, FERO’s E-Commerce Specialist

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Cart abandonment isn’t just a frustrating statistic—it’s a direct revenue leak. Our latest research, based on data from fashion e-commerce stores on Shopify, reveals a critical insight:
 

                             52.5% of Shoppers Abandon Their Carts Between The Checkout Page and Purchase Completion.

But where do shoppers drop off?  Why do they hesitate?  And how can retailers prevent it?

With cart abandonment data, we can uncover:

• The key checkout drop-off points and why they happen
• How big brands optimize checkout vs. where smaller brands struggle
• Actionable strategies to boost conversions and recover lost sales

Because not all shoppers abandon their carts at the same point: 

                         36.3% of shoppers who reach the checkout page, drop off immediately.

This means over one-third of potential buyers abandon their purchase before even filling in their emails. Because the checkout page is where shoppers see the full reality of their purchase—and for many, it’s an unexpected shock. In a split second, they are confronted with:

• The final total (including taxes, fees, and shipping)
• Shipping costs and delivery options
• Payment methods (or lack thereof)‍
• The checkout process complexity

Each of these elements creates a moment of hesitation—leading to cart abandonment.

                                                      2.2% of Shoppers Drop Off Directly After Providing Their Email.

At first glance, it seems logical—if a shopper willingly provides their email address, they must be fully committed to completing the purchase. Right?

According to the data: No. But for high-traffic fashion e-commerce stores, 2.2% is a significant volume of lost sales.

                           14.8% of Shoppers Provide Their Shipping Address but Drop Off Before Finalising Payment.

The data also suggests significant friction in the checkout process. When a shopper has already committed to entering their shipping details but hesitates before completing payment, the issue often lies within one of three key areas: 

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• Shipping costs
• Delivery time
• Payment method availability

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Identifying and addressing these pain points is crucial for reducing abandonment rates and improving conversions.

‍ “Not all shoppers abandon their cart due to price, but most e-commerce platforms don’t provide the necessary context to understand that.”
                                                                                                                             - Chris, FERO’s E-Commerce Specialist

But cart abandonment isn’t just an unfortunate reality—it’s a fixable problem. By understanding where and why shoppers drop off, e-commerce brands can eliminate friction, optimise checkout, and turn hesitation into conversion.

Whether it’s clearer pricing, faster payment options, or a smoother mobile experience, the key to reducing abandonment is a data-driven, personalised approach.

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                                                                                                        Still don’t know where to start? 

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 Hi, we are FERO. 

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We specialise in boosting conversion rates for e-commerce brands, reducing cart abandonment and increasing average order value (AOV) with data-driven checkout optimisation. 

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Our team of Data Scientists provide FREE in-depth analyses of your store’s conversion rates, cart abandonment patterns, and visitor behaviour based on 400+ data points—no strings attached. 

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We work with Shopify, WooCommerce, Magento and BigCommerce webstores. 

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Book your free consultation today!