The abandonment rate is the number of online consumers in percent who have already placed items in the online shopping cart and still abandon the purchase process.
This means that the transaction is not successful for the e-commerce company. The goal for every provider is therefore to reduce the abandonment rate to a minimum. The reasons for abandonment can be manifold. For example, the online customer may have changed his mind, the waiting time due to overloaded servers may have been too long or there are problems with the payment function.