68.83% -- cart abandonment rate for global e-commerce (2025)

The cart abandonment rate for global e-commerce is 68.83% as of 2025 according to Instituto Baymard. This figure is the primary benchmark in the Lighthouse dataset for this segment. Individual results vary by region, channel mix, and audience quality.

A strong cart abandonment rate benchmark for global e-commerce is 68.83%, using the current serving value as of 2025. This is one serving-eligible observation, not a distribution median; top-quartile comparisons require the underlying distribution. Vertical, audience size, and campaign type all shift what 'good' means.

The published cart abandonment rate serving value for global e-commerce is 68.83% as of 2025. Individual sectors and audiences may differ substantially; this single observation does not establish an aggregate mean. Quartile comparisons require the underlying distribution, which is not implied by this record.

Primary drivers of cart abandonment rate variation for global e-commerce include audience segmentation, timing, and channel selection. Methodology documents campaign factors, but this serving record does not quantify the effect of personalization. The current serving value is 68.83% as of 2025.

For a digital marketer, the published cart abandonment rate serving value is 68.83%; it is an evidence-grade reference, not a personalized target as of 2025. Any performance goal should account for channel mix and audience. Review the methodology before operational decisions; a gap from this serving value does not by itself indicate a structural issue.