What is a good cart abandonment rate?
Short answer: 60-70% is healthy DTC; 75%+ signals checkout friction; below 55% means traffic quality is unusually high.
Full answer
Cart abandonment rate (CAR) benchmarks:
55-65%: high traffic quality + smooth checkout. Often signals returning-customer or warm-traffic dominance.
65-75%: healthy DTC average. 3-email recovery sequence will recover ~15% of abandons.
75-85%: checkout friction. Common causes: shipping surprises, required account creation, payment-method gaps, slow load.
Above 85%: traffic-source mismatch (cold paid audience) or checkout fundamentally broken.
The fix isn't lowering the CAR — it's recovering the abandoned carts via a structured email/SMS sequence. CAR is a vanity metric; recovered-revenue is the operational metric.