Baymard's most-cited figure is 70% across desktop and mobile, with mobile slightly higher. The biggest causes: unexpected shipping costs, account-creation friction, payment errors, and slow site speed.
Cart abandonment is the single largest source of recoverable revenue for most stores. Typically representing 3–10× more lost revenue than failed acquisition campaigns.
Best-in-class email recovery sits at 5–8% of abandoned carts; SMS gets 4–10%; voice agents recover 18–32%. The compound effect of all three running together is what moves the headline number.