Why Shoppers Abandon Carts in Apparel

Cart abandonment is one of the biggest conversion killers in apparel eCommerce. In fact, roughly 70% of all online shopping carts are abandoned before a single dollar is made. For apparel retailers, the challenge is even steeper, with mobile abandonment rates pushing closer to 87%.

It’s easy to blame indecision or distraction. But the reality is, abandoned carts are often the result of friction in the customer journey—whether that’s hidden costs, sizing uncertainty, or an overly complicated checkout flow. And when margins are thin and return rates are high, apparel brands can’t afford to leave these issues unchecked.

Hidden or Unexpected Costs  

One of the most common culprits in cart abandonment, across the board, is the sudden appearance of extra costs. Shoppers might be excited about a $68 hoodie—until they hit checkout and see that shipping, taxes, and return fees add another $20 to the order. It’s a gut-check moment that drives many customers to walk away.

Online apparel returns already eat into margins. When return shipping fees aren’t clearly communicated—or when customers don’t know if they'll be charged at all—it creates uncertainty that impacts whether they complete a purchase. Transparent pricing and clear return policies aren’t just good service; they’re conversion tactics. Shoppers are more likely to convert when they trust what they’re being charged.

Checkout Friction Is a Conversion Killer

The checkout process is often treated like an afterthought—but in apparel eCommerce, it can be make or break. Anything that slows down the path to purchase adds a chance for shoppers to leave. Requiring account creation, forcing lengthy forms, or limiting payment options (like not offering Apple Pay, Shop Pay, or PayPal) adds unnecessary barriers.

Then there’s delivery: apparel is often purchased for specific occasions or needs. If shipping timelines aren’t communicated, or if delivery seems too slow, shoppers will hesitate. A streamlined checkout experience, paired with clear shipping estimates, can significantly reduce abandonment. Optimizing this process is a fast win for brands looking to convert more customers and reduce friction at a critical moment.

Fit Friction and Lack of Confidence

If there’s one challenge that’s unique to apparel, it’s fit. Shoppers can’t try items on. They’re often unsure what size will work, and many don’t trust generic size charts. That uncertainty is a significant factor behind cart abandonment—and a key driver behind behaviors like bracketing, where shoppers order multiple sizes and plan to return the ones that don’t fit.

Sizing solutions like virtual fitting room apps, AI body measurement tools, and fit recommendation engines are now essential tools in the modern eCommerce stack. These tools help reduce return rates by boosting shopper confidence before they hit the “buy” button. And in an industry where 1 in 3 shoppers say they’ve abandoned a purchase due to sizing concerns, closing this confidence gap is mission-critical.

Carts Aren’t Always for Converting

Not every shopper who adds an item to cart is ready to buy. In apparel, carts are often used as wishlists, especially on mobile. Shoppers might be comparing styles, planning outfits, or just saving items they like for later. If there’s no follow-up, like a cart reminder email, low-stock warning, or urgency trigger, the cart gets forgotten.
Apparel brands can combat this passive behavior with tools like interactive size charts and real-time inventory messaging. Scarcity cues like “Only 2 left in your size” or “Selling fast” have been shown to increase conversion by 10–20%. Even simple cart reminders can re-engage customers and bring them back to finish the purchase.

The Distraction of Endless Choices

Apparel shoppers are rarely shopping in a vacuum. They’ve got multiple tabs open, a few Instagram ads saved, and they’re flipping between brands, comparing styles, prices, and return policies. If your brand’s experience doesn’t stand out—or if there’s any uncertainty around fit, price, or delivery—it’s all too easy for the shopper to bounce to a competitor.

This is why frictionless sizing tools and personalized shopping experiences matter. The more confidence and clarity you deliver, the less likely shoppers are to continue browsing elsewhere. Creating a seamless and reassuring customer journey—from size recommendation to checkout—is a powerful way to retain attention and convert interest into action.

Turning Abandonment Into Opportunity

Reducing cart abandonment in apparel isn’t about chasing every single drop-off. It’s about identifying the high-friction moments that are losing you the most sales, and solving them with technology and transparency.
For apparel brands, sizing confidence is one of the most significant untapped opportunities. Solutions like Bold Metrics’ sizing help reduce bracketing, improve conversion rates, and build loyalty through better fit—before a shopper ever checks out.

Want to explore how apparel brands are adapting to bigger pressures in 2025? Check out our latest blog on how tariffs are reshaping the industry.