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Glossary: Cart abandonment

Cart abandonment is the phenomenon of customers adding items to their online shopping cart, but leaving the website before completing the purchase.

Cart abandonment refers to online shoppers adding items to their shopping cart on an e-commerce site but exiting before completing their purchase. Cart abandonment can occur for various reasons, such as the consumer deciding not to buy the items, finding a better price elsewhere or feeling that the product is too expensive. Around 70% of shoppers in the UK abandon their cart during the checkout process. 

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