Reducing Fashion eCommerce Cart Abandonment: 12 Proven Strategies

A report shows that the average cart abandonment rate in the fashion eCommerce industry is around 68.3%.

Compared to mobile screens, around 73.07% of carts are abandoned when shopping on desktops. 

Many industry experts predict that the number will only increase. 

So, why is cart abandonment so high in fashion eCommerce?

Cart abandonment is a major issue in fashion eCommerce, and it’s a headache for both brands and shoppers.

Overwhelmed by Options 😵

When it comes to clothing, there is a wide range of styles, designs, colors, and more to choose from. 

Sometimes, customers get lost in too many product options, leading to indecision and...cart abandonment. This happens especially in stores with large inventories.

Size & Fit Confusion 👗❓

Over 30% of shoppers abandon carts because they’re not sure if the clothes will fit properly. 

Without trying items on, the fear of having to return something is real!

High Shipping Costs 💸

A whopping 55% of shoppers abandon their carts when they see unexpected shipping costs. 

They love the product, but then those extra fees pop up at checkout, and... bye-bye. 

Long Delivery Times ⏳

What’s the holdup? Fashion is often bought with a specific event or timeline in mind.

23% of shoppers say they abandon because the delivery date is too far away.

No Trust Signals 🔐

Shoppers get nervous about paying online, especially if they’re unfamiliar with your brand. 

Around 17% of shoppers abandon carts because they don’t trust the website. 😟

Window Shopping Mode 🛍️

Let’s face it—fashion shoppers love to browse. 

About 34% of shoppers are simply exploring, comparing prices, or saving items for later. 👀

How to Improve Fashion eCommerce Cart Success

When a customer is about to leave the website, it’s important to catch them when they’re most likely to abandon their cart. 

We’re here to help you turn those “maybe later” moments into solid sales. 

Here are some proven ways to help reduce fashion eCommerce cart abandonment. 

Jump to:

1. Ask shoppers why they are abandoning cart 

2. Up your customer support game

3. Add a countdown timer

4. Nudge with FOMO

5. Highlight how much $$$ they saved

6. Establish trust to reassure the doubters

7. Offer product customizations (induce endowment effect)

8. Reduce the checkout process to under 4 steps

9. Be transparent about EVERYTHING

10. Enable ‘save the cart’

11. Trigger action-based pop-ups

12. Design better nudges for mobile carts

1. Ask shoppers why they are abandoning cart 

There are many reasons why people abandon checkout.

However, it might be different for your store.   

That’s why, the simplest way to reduce cart abandonment is to ask your shoppers why. 

Here’s how to enable this fashion eCommerce cart abandonment strategy:

✅ Ask straightforward questions ("We noticed you're leaving. Is there a reason you decided not to complete your purchase today?")

✅ Use multiple-choice questions and rating scales to make it easy for shoppers to provide feedback. 

✅ Optimize your exit surveys for mobile devices, as many shoppers may be completing their purchases on smartphones or tablets.

Fashion eCommerce cart recovery example - The June Shop

2. Up your customer support game

A report shows that 81% of customers feel valued when a chat window appears proactively before time, asking if they have a question. 

Here’s how to enable this fashion eCommerce cart abandonment strategy:

✅ Add a live chat widget to the cart page so customers can get real-time assistance. 

Ensure that support agents are available during peak shopping hours and can quickly address common cart-related issues.

✅ Show a FAQ section or a link to a detailed FAQ page on the cart page. 

Address common concerns such as shipping, returns, and payment issues to help customers find answers quickly

✅ Offer a callback request option where customers can leave their phone number and request a callback from a support agent. 

Fashion eCommerce cart recovery example - Fulton

3. Add a countdown timer

Countdown timers can create excitement and a sense of urgency, motivating shoppers to act. 

Fact: A report showed that 42% of consumers feel excited when they see a countdown to a date.

Here’s how to enable this fashion eCommerce cart abandonment strategy:

✅ Trigger the countdown timer based on certain actions, such as:

• When the customer adds an item to the cart
• After a certain amount of inactivity (e.g., 30 minutes of no interaction)
• When a customer hovers over the “checkout” button but doesn’t proceed

✅ Combine the timer with limited stock messages.

This creates a stronger sense of urgency by letting customers know that the items they want could sell out if they don’t act fast.

✅ Ensure the countdown timer is optimized for mobile users, as many shoppers will be browsing on their phones.

The timer should be responsive and displayed on mobile screens in a clear, easy-to-read format.

Fashion eCommerce cart recovery example - Brevite

4. Nudge with FOMO  

Product inventory can be a great way to create urgency and get quicker checkouts. 

Here’s how to enable this fashion eCommerce cart abandonment strategy:

✅ Emphasize that certain products are limited editions, only available for a short time, or part of a special collection.

✅ Use scarcity messaging that feels genuine rather than forced. (“Hurry! Only 3 of your size left. Finish your purchase now!)

✅ Personalize your stock availability alerts based on the customer's browsing and shopping history to make the alert feel more relevant. (“We noticed you’ve been eyeing this dress! Only 2 left in stock—hurry before it’s gone.”)

Fashion eCommerce cart recovery example - UpWest

5. Highlight how much $$$ they saved 

According to a study, product bundling can increase profits by up to 30%.

Here’s how to enable this fashion eCommerce cart abandonment strategy:

✅ Analyze the items in the customer's cart and suggest relevant bundles that include complementary products. 

For example, if a customer has added a dress to their cart, offer a bundle that includes matching accessories or shoes at a discount.

✅ Display the potential savings of buying items as a bundle compared to purchasing them individually. 

Show a comparison of the total cost with and without the bundle discount.

✅ Use cart value thresholds to recommend bundles that are relevant to the customer’s total cart amount. 

For instance, if the cart value is $75, suggest a bundle priced around $25-$30.

Fashion eCommerce cart recovery example - Dagne Dover

When the shopper adds the bundle, the cart auto-updates -  

6. Establish trust to reassure the doubters 

Facts:

→ 17% of shoppers abandon carts due to security concerns

→ 12% of shoppers abandon their carts if reviews or testimonials aren’t available.

→ 66% of customers say they won’t complete a purchase if a site has a poor returns policy.

Here’s how to enable this fashion eCommerce cart abandonment strategy:

✅ Prominently display guarantees, such as "30-Day Free Returns" or "100% Money-Back Guarantee," which reassures the customer about making risk-free purchases.

✅ Reassure customers of the product’s quality by mentioning any quality checks, sourcing, or sustainability efforts.

✅ Show well-known payment provider logos (Visa, MasterCard, PayPal, etc.) and security certificates like SSL on your store.

✅ Verified Reviews & Testimonials: Include a section for customer reviews, star ratings, and testimonials to show other customers’ positive experiences.

Fashion eCommerce cart recovery example - United by Blue

7. Offer product customizations (induce endowment effect)

When customers personalize or customize products, they start to feel a ‘sense of ownership’, even before completing the purchase. 

This emotional attachment makes them less likely to abandon the cart because they perceive the clothing or fashion product as unique and “theirs.”

Here’s how to enable this fashion eCommerce cart abandonment strategy:

✅ Let customers edit or personalize items directly from the cart page, such as choosing different colors, sizes, or materials.

✅ Emphasize that customization makes the product unique and tailored to the customer’s style, fostering an emotional connection.

Copy like “Make it yours!” or “Your style, your way!” on the cart page can increase engagement.

Fashion eCommerce cart recovery example - Sheep Inc

8. Reduce the checkout process to under 4 steps

According to Hick’s Law, the more choices or steps a person has, the longer it takes for them to make a decision

A report shows that for each additional step in the checkout process, the conversion rate drops by 10% to 15%. 

Here’s how to enable this fashion eCommerce cart abandonment strategy:

✅ Provide flexible payment options like Buy Now, Pay Later.

✅ Let shoppers complete purchases with social logins (skip the account creation step)

✅ Offer shoppers a way to save information (avoid making them re-enter information for future purchases)

9. Be transparent about EVERYTHING

Research shows that:

→ 73% of consumers say clear pricing helps prevent cart abandonment.

→ 36% of shoppers abandon carts due to unclear delivery dates

→ 34% of consumers abandon carts because they don’t understand what they’re buying

Here’s how to enable this fashion eCommerce cart abandonment strategy:

✅ Clearly show shipping costs and any available shipping options. If shipping is free for orders over a certain amount, highlight this prominently.

✅ Provide estimated delivery dates based on the customer’s location and shipping method. This way, you can manage expectations and reduce uncertainty.

✅ Ensure that all product details, including size, color, material, and care instructions, are clearly visible on the cart page to prevent surprises and reduce the likelihood of returns.

Fashion eCommerce cart recovery example - Urban Outfitters 

10. Enable ‘save the cart’ 

More than often, shoppers browse just because. 

According to a study by Google, 67% of shoppers use their mobile devices to browse for products, including fashion items, even if they don't make a purchase right away.

Another research shows that 30% of customers who engage in window shopping will return to purchase within a week, highlighting the importance of effective follow-up strategies. 

A ‘Save the Cart’ feature offers customers the flexibility to return later without losing their selections.

Here’s how to enable this fashion eCommerce cart abandonment strategy:

✅ Automatically save the cart for customers who are logged into their accounts. 

This ensures that their selections are preserved across sessions and devices. 

✅ Use cookies or session storage to save the cart for guest shoppers. 

Provide an option for them to create an account or log in to permanently save their cart.

11. Trigger action-based pop-ups

Trigger a pop-up when a customer shows signs of leaving the page, such as moving the cursor toward the browser's back button or closing the tab. 

Here’s how to enable this fashion eCommerce cart abandonment strategy:

✅ Offer an option for guest shoppers to email themselves a link to their saved cart. 

This way, shoppers can easily access their selections later.

✅ Ensure that the pop-ups are visually appealing and easy to close if the customer isn’t interested. 

Avoid being intrusive or disruptive. (especially, if you see a high number of cart abandonments on mobile)

✅ When a customer is inactive on the cart page for a specified period. 

Re-engage with a special offer or reminder.

Fashion eCommerce cart recovery example - Saye

12. Design better nudges for mobile carts

A report says that desktops typically have a lower cart abandonment rate of approximately 73%.

On the other hand, mobile cart abandonment rates tend to be higher at about 85%.

Here’s how to enable this fashion ecommerce cart abandonment strategy:

✅ Integrate one-tap payment solutions like Apple Pay and Google Pay for quick and easy transactions.

✅ Ensure the cart page is fully responsive, adapting seamlessly to various mobile screen sizes and orientations.

✅ Minimize clutter and make sure the cart page is clean and easy to navigate on mobile devices. 

Fashion eCommerce cart recovery example - Gap 

Fashion eCommerce - FAQs

1. What are the key elements of an effective cart page design?

• Clear Product Information: Include product names, images, prices, and sizes.
• Editable Cart: Let shoppers easily update quantities, remove items, or change sizes.
• Price Summary: Display a detailed breakdown of costs, including item prices, taxes, shipping, and total amount.
• Call-to-Action (CTA): Prominent buttons for proceeding to checkout and continuing shopping.
• Progress Indicators: Show steps of the checkout process to give shoppers a sense of progression.

2. How can I make the fashion eCommerce cart page more visually appealing?

• High-Quality Images: Use high-resolution images of products.
• Consistent Branding: Maintain consistent colors, fonts, and styles that align with your brand.
• Whitespace: Use whitespace effectively to avoid clutter and improve readability.
• Interactive Elements: Incorporate interactive features like hover effects or animations to engage shoppers.

3. What role does accessibility play in fashion eCommerce cart page design?

• Keyboard Navigation: Ensure the cart and checkout can be navigated using a keyboard.
• Screen Reader Compatibility: Provide text alternatives for images and ensure that screen readers can interpret the cart content.
• Color Contrast: Use high-contrast colors to improve readability for shoppers with visual impairments.

4. How important is the cart page’s loading speed?

Fashion shoppers are used to quick experiences. A fast-loading cart page reduces bounce rates and improves user satisfaction. Optimize images, scripts, and other elements to enhance performance.

5. What should I consider for international shoppers on the cart page?

• Currency Options: Display prices in the shopper’s local currency.
• Localized Shipping: Provide shipping options and costs specific to the shopper’s location.
• Language Preferences: Offer the option to view the cart and checkout process in different languages.

6. How can I improve the cart page for repeat customers?

• Saved Cart Feature: Let shoppers save their cart for future purchases or easily reorder previous items.
• Personalization: Show recommendations based on past purchases or browsing history.
• Loyalty Rewards: Display information about loyalty points or rewards applicable to their cart.

7. How can I use cart data to improve user experience?

• Analytics: Track shopper behavior on the cart page to identify drop-off points and areas for improvement.
• A/B Testing: Experiment with different designs and features to find what works best for your audience.
• Feedback: Collect and analyze shopper feedback to make data-driven improvements to the cart experience.

Fight fashion store cart abandonment with brilliant UX

98% of visitors who visit an eCommerce jewlery site—drop off without buying anything.

Why: user experience issues that cause friction for visitors.

And this is the problem ConvertCart solves.

We've helped 500+ eCommerce stores (in the US) improve user experience—and 2X their conversions.

How we can help you:

Our conversion experts can audit your site—identify UX issues, and suggest changes to improve conversions.