The percentage of shoppers who add to cart but never complete checkout. It is the most concentrated leak in DTC: these are your highest-intent visitors, already sold on the product, walking away over friction you control. The causes are boringly consistent - unexpected costs at checkout (shipping, tax, fees) kill 48% of carts, the single biggest driver, and forced account creation is cited by 26% of abandoners. The fixes are non-negotiable: show shipping costs before checkout, default to guest checkout, and put one-tap wallets like Apple Pay and Google Pay in front of mobile buyers, where abandonment runs highest.
Benchmark. The blended all-device average is ~70%; 65-70% is good, under 65% excellent. Mobile abandons at roughly 79-85% against desktop's 67-70% - if you are at the top of the mobile band, wallet-first checkout plus a sticky add-to-cart bar is the biggest lever.