Varos Glossary

Add-to-Cart Rate

What is an Add-to-cart Rate?

As a newcomer to the world of ecommerce, it may be challenging to keep watch of all the data that might lead to increased sales and client loyalty. But there are a few key indicators you can use as guides to make sure your company is making the most of every possibility. One of the most helpful metrics you can employ is your add-to-cart conversion rate (ATC rate).

The add-to-cart rate is the proportion of site visitors that add an item to their basket during their session.

  • The profitability of your product offerings, advertising campaigns, and site's usability can all be gauged via the Add-to-Cart Rate.

Improving these rates will significantly enhance your income as only 30-40% of consumers who add a product to their cart make a purchase.

How to Calculate Add-to-cart Rate

Rates for items added to shopping carts are typically computed by first establishing a time. To derive your add-to-cart to checkout conversion rate, you'll need to convert the number of cart-adding sessions to a percentage by dividing that number by the overall number of site sessions for the time in question. The average rate of further purchases may be calculated by multiplying that figure by 100.


  • Add-to-cart rate = Number of add-to-cart sessions / Number of sessions

How to Improve Your Add-to-Cart Rates

  • Recommendations for products. Consumers that add suggested goods to their carts and buy in the first session have 33% higher overall order values and spend substantially more overall compared to non-recommended customers. It's well-known that recommending products to customers increases their interest and the likelihood that they'll add anything to their shopping basket.
  • Individualization of web content. More sales may be generated by demonstrating that you have taken the time to learn about them. Personalized shopping experiences provide better outcomes since they are tailored to the individual based on their location and previous purchases.
  • Free shipping. Customers are highly motivated by free delivery offers. Offering free shipping may have a significant influence on sales because of the importance of shipping costs to consumers when making purchasing choices. If you're concerned about losing money on every transaction that includes free delivery, you may set a minimum order value and use it as a discount threshold.
  • Embed a chat feature, either human or automated. Put a live chat feature, such as a chatbot or a human operator, on your website. This saves time for prospective customers who have inquiries and eliminates the need for them to seek your contact details elsewhere.
    They can lose interest or assume you're not legitimate if they have to go too deep to get your contact details.
    Readers' engagement with your site, time spent on the site, trust in your brand, and propensity to make a transaction significantly boosted when you made yourself accessible to them in real-time through chat.
  • Sell to more people by making your product simple to use. You should put a "add to basket" button on every webpage when a product is shown. Many online shops provide customers with a selection of items; they then have to choose one from the list before the item can be added to their shopping basket. The consumer experience is not optimal. Instead, even if you present a lot of goods on a page, you may include an Add to Cart icon next to each one.
    The ATC rate may be increased by focusing on the UI and UX. If you want to see a rise in your average transaction cost, look for ways to enhance your website.


Which industry you operate in, among other things, will decide what constitutes a satisfactory add-to-cart rate benchmark and how to improve your cart abandonment rate. Professionals in the field of electronic commerce, however, report an average add-to-cart rate of 3–4%. Above this average, about 8-10% is regarded as an excellent add-to-cart rate. If this describes your company, you must be doing something well.