Focus Cart Abandonment: Second semi-annual report 2025

In the second half of 2025, more consumers than ever abandoned their purchases. They added products to their carts but did not complete the checkout. As a result, online retailers lose around one billion euros in revenue each year. It is therefore especially important to understand the extent of this phenomenon and the behavior of cart abandoners. This mid-year report provides a solid foundation for that purpose.

This analysis is based on data from around 3,000 online shops and millions of users. The report shows how abandonment behavior has changed over time. It also highlights that behavior differs depending on the device used. The day of the week also influences whether a purchase is completed or abandoned.

Cart abandonment rate at a record high

In the second half of 2025, the abandonment rate rose to 72.32 percent, reaching a record high in recent years. The majority of customers therefore do not complete their purchases. For retailers, this means that a significant portion of traffic goes unused and valuable revenue potential is lost.

Overall, this increase indicates that many businesses have not yet optimized their shops, especially the checkout process. It also points to growing competition, with customers comparing more and showing lower loyalty to individual shops.

Customers are abandoning their carts faster than before

Purchases were abandoned faster than ever in the second half of 2025. The average session duration dropped further to just 4 minutes and 7 seconds, nearly 50 seconds shorter than in 2023.

Customers are highly digitally savvy and navigate shops more quickly than before. They know exactly what they want and decide rapidly whether an offer is suitable or a shop is trustworthy. For shop owners, having a clearly structured and optimized store that sends the right signals is more important than ever.

Highest abandonment rates observed on the iPhone

A variety of factors influence abandonment behavior, with the device used being particularly relevant. In this analysis, iPhone users abandon their purchases most frequently, with an abandonment rate of 73.08 percent. Android users follow closely at 71.87 percent.

Tablet users also abandon a large portion of their purchases at 70.43 percent. On desktop devices, the abandonment rate is slightly lower, falling below 70 percent. Overall, mobile users abandon purchases significantly more often. For shop owners, it is therefore worthwhile to target these users specifically to reduce cart abandonment.

Abandonment rates are highest on weekends

Another factor influencing user behavior is the day of the week. Purchases tend to be abandoned more frequently as the week progresses. For example, 69.61 percent of purchases are abandoned on Monday, while on Saturday the rate rises to 72.77 percent.

At the beginning of the week, consumers tend to make more routine and habitual purchases. On weekends, they focus more on larger purchases that require a more intensive comparison process. For shop owners, it can therefore be worthwhile to adjust marketing activities on weekends to align with this changed user behavior.

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