We compiled cart session data from our database of over 500 eCommerce stores, doing business around the world. 

To begin, we segmented the data by country, identifying the 7 countries with the most data. For context, we also computed a global average. 

As in previous years, 2020 showed a wide range of customer behavior depending on where they were shopping from.  On average, Spain demonstrated the highest cart abandonment rates, with 84.55% of customers who added an item to their cart leaving the session without making a purchase. 

In contrast, the global average was 77.79% and the lowest country, Great Britain, had a cart abandonment rate of just 66.83%. 

Compared to 2019, 2020 saw higher cart abandonment overall.  The global average increased from a 2019 rate of 71.36% to 77.79%, a 9% increase year over year.

As expected, the Black Friday conversion rates matched the abandoned cart rates.

Canada had the highest conversion rates. 10.6% of all sessions ended in a purchase, significantly higher than France which had a Black Friday conversion rate of 6.54%. 

Spain was the only country to convert less than 5% of visitors into sales, with a conversion rate of just 4.57%.

Cart abandonment rate by country and device on Black Friday in 2020 

As in 2019, Black Friday consumer behavior showed differences depending on which device consumers were shopping on. 

Across markets, eCommerce stores saw the highest cart abandonment rates on phones and tables compared to desktop sessions. 

Cart abandonment rate by country and device on Black Friday in 2019

In almost every country, cart abandonment was higher on mobile than desktops. 

Surprisingly, this was not the case in France, where tablets had a higher abandonment rate than both mobile and desktop. 

In the United States, cart abandonment rates on Black Friday for computers was 65.23%. This statistic jumped by 9.47% to 71.41% on mobile devices. 

Zooming in on the mobile data, we see most sites perform below the global average. Australia and Canada had the lowest levels of cart abandonment, while Spain again was the only one to experience higher than the global average. 

First, we looked at how cart abandonment changed by territory. 

To make better sense of the data, we selected the 6 countries where we had the most shopping sessions. 

These included the Netherlands (NL), Australia (AU), Great Britain (GB), France (FR), Canada (CA), the United States (US), and Spain (ES).

The global cart abandonment rate for Black Friday was 73.78%. Of the countries we had the most data for, only the United States had a higher average abandonment rate (81.93%). 

Most countries were right below the average. However, both Spain and Canada showed significantly lower abandonment rates (61.6% and 61.28% respectively).

In every country, customers were far more likely to abandon their cart on mobile devices. 

This falls in line with the results of years past.

In the United States, cart abandonment on desktop was 71.12%. However, that number jumped dramatically to 85.81% on mobile, a 20.6% increase.

The biggest impact mobile had on abandonment rate was in Canada. Here, mobile increased abandonment rate by 33.3%.

Globally, phone devices performed 18.86% worse than desktops and 17.23% worse than tablets.

While mobile was the worst performing device across the board, variance on Black Friday abandonment rate was dramatic across countries. 

The global average cart abandonment rate on mobile devices was 78.43%. This number spiked in the U.S. to 85.81% and plummeted in both Canada and Spain (69.21% and 64.81%).

Traditionally, eCommerce conversions have always been highest on desktop. 

That trend largely held true for 2018's Black Friday. However, two countries had tablets with the highest conversion rates. 

Both the Netherlands and United States showed customers are more likely to convert their shopping session on a tablet device. 

Following abandonment rate trends, the three highest converting countries were Canada, Spain, and Australia. The lowest converting Black Friday countries were the Netherlands, France, and the United States. 

We've covered Black Friday statistics for a few years now. 

We pulled forward the data from Black Friday 2017 and compared it to shoppers this year.

Across the board, we found an increase in cart abandonment in 2018. In 2017, the average cart abandonment rate on Black Friday was 74.5%. That number increased 10% in 2018 to 81.93%. 

While both years showcased an increase in cart abandonment on mobile devices, the difference was starker in 2018. 

In 2017, there was a 15.9% increase in Cart Abandonment for mobile. In 2018, cart abandonment rose a ridiculous 20.65%. 

We also want to compare how Black Friday statistics change compared to a regular week in November. 

Because promotions are occurring earlier and earlier, we selected the week of November 4th as the comparison. 

We confirmed Black Friday has lower cart abandonment rates across all devices. In the U.S. in the weeks leading up to Black Friday, cart abandonment came to 86.06%. On Black Friday, cart abandonment was 81.93%.

The same pattern emerged in Australia. 

Again, we found mobile has (by far) the highest levels of cart abandonment. 

This represents an opportunity for stores, not just during the holiday season but throughout the year. Being able to create responsive, high converting product pages is a key capability to develop. 

Given the growing cart abandonment, sales recovery campaigns are another great opportunity for eCommerce stores. 

We wrote an in-depth guide to cart abandonment here. You can also see numerous successful cart abandonment email campaigns here.

Lastly, if you would like to see how Barilliane helps hundreds of eCommerce stores recover sales and maximize holiday opportunities like Black Friday, schedule a demo here.