What is e-commerce cart abandonment?

E-commerce cart abandonment refers to the failure of customers to complete a transaction online, even after adding items to their cart. Common causes include: a checkout process that is too long or too complex, or shipping costs are shown too late. AI-driven experimentation can identify points of friction in the checkout which can help reduce shopping cart abandonment and increase conversions. E-commerce cart abandonment rates are typically high and present an opportunity to increase conversions and average order value (AOV).