Report: Australia's retailers suffer worst cart abandonment in the world

New report for Q2 shows Aussie online stores suffer more than Asia-Pacific counterparts when it comes to consumers leaving sites without completing their purchase

Australian online stores have a higher cart abandonment rate than Asia-Pacific retailers and are the worst in the world, a new report claims.

The Remarketing Report for Q2, 2016 produced by behavioural marketing agency, SaleCycle, found Australian retailers experienced a 76.4 per cent average abandonment rate between April and June 2016, eclipsing the Asia-Pacific average of 76 per cent. This made Australia the worst performing region for the second quarter in a row. In Q1, the rate in Australia was 74.3 per cent.

Globally, abandonment rates stood at 74.52 per cent in Q2, up from 74.32 per cent in Q1. SaleCycle pointed out that more than 98 per cent of traffic will leave a website without converting.

Fashion retail stores recorded the worst stores in particular compared to global counterparts, with a cart abandonment rate of 73.5 per cent during Q2. This compared to 69.8 per cent in Asia-Pacific and 68.8 per cent globally.

However, travel chalked up the highest abandonment overall globally at 80.1 per cent.

Of particular concern is an upward trend in rates in Australia and Asia-Pacific since the last quarterly results, said SaleCycle chief revenue officer for APAC, Chris Brinkworth.

“There is a very long way to go to match the low abandonment rates of mature markets like Europe and North America,” he said.

According to the Q2 figures, abandonment rates sit at 70.9 per cent in Europe and 74 per cent in North America.

Brinkworth presented the figures at the Online Retailer Expo as a case for why remarketing solutions are important to brands today. The report was based on statistics taken from more than 500 global retail, travel and fashion brands.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

The most desirable customers you’ve overlooked

“What will really move the needle?” This is a question that keeps leaders awake at night. And at the intersection of some of their top priorities – finding pockets of growth, redefining the customer experience, and making an emotional impact – lies a latent market: Their diverse customers.

Really inspiring !

Goldenboy Media

Jaywing sets sights on Australian growth with digital and data-driven agency model

Read more

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Thanks for the great article Jodie, agree many boards and senior execs are operating in outdated modes, just as we need some reverse soci...

sharyn

Change across the board: Why boards need to digitally evolve - Data-driven marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in