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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Blog Posts

Why if marketing is all you do, you’ll never be very good at it

OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”

Dane Smith

Behavioural science lead and regional consulting partner, Ogilvy

A leader’s role in rebuilding a culture of confidence

Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.

Michelle Gibbings

Workplace expert, author

Confused About Your Customers?​

​I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in