Black Friday: Cart abandonment highest on mobile

New statistics published by Barilliance reveal that cart abandonment rates during the Black Friday and Cyber Monday period were highest on mobile.

by Helen Leggatt

While new data from Nielsen shows that on-target performance of mobile ads is now on a par with desktop, it seems that when consumers reach a mobile retail site work still needs to be done to convert visits to purchases.

According to new statistics from Barilliance, while the average global cart abandonment rate during the recent Black Friday and Cyber Monday was 68.8% on mobile it was higher. Based on 50 million users tracked by Barilliance from November 25 to November 28, 2016, cart abandonment rate on desktops was 63.8% but rose to 64.5% on tablets and 78.1% on mobile.

However, retailers who implemented retargeting via email saw conversions of 17.6% from such emails. Once again, rates were lower via email. The highest cart abandonment email conversions were from desktop (20.8%) followed by tablet (20.8%) and finally mobile (14.1%).