There are instances when customers follow your navigation path of buying the product from your website to the end. But, just when they add the product to the cart or the bag, they either abort the purchase or bounce to other platforms in the middle of the process. This instance when customers do follow the process but do not complete the buying process is known as Cart Abandonment.
There are many different reasons why customers abandon the purchase such as price issues, lengthy checkout process, lack of trust, lack of convenient payment options and other such reasons. It is the job of the marketer to ensure that the cart abandonment ratio of the platform is reduced to the minimum.