Checkout is the most expensive part of a store. A user who reaches the cart has already been paid for with traffic and with the work that went into the product page, so every abandonment at this stage costs the most. Research by the Baymard Institute puts average cart abandonment at roughly 70 percent, and a large share of the causes is fixable on the store side rather than being a simple absence of purchase intent. Baymard consistently identifies extra costs that are too high, mainly shipping, taxes and fees, as the most frequently stated reason for abandoning.
