Cart Abandonment Rate

Cart abandonment rate is the share of users who added an item to the cart but did not complete the purchase; that is, what share of purchase intent never reached an order.

This rate is the complement of add-to-cart and measures exactly where the most revenue is lost. But "abandonment" is one word for several different phenomena, and blending them ruins the analysis: a cart opened only to check shipping cost and a cart that reached the payment page and failed at the bank gateway are two entirely separate problems with different fixes. So cart-level abandonment and checkout-level abandonment must be read apart. The second trap is the denominator: if it is "all visitors" rather than "those who built a cart", the number is meaningless. The point that matters for the Iranian market is that part of abandonment is a gateway transaction failure, not a user changing their mind; the two must be separated because one is an experience problem and the other a payment-infrastructure problem.