The rate of checkout abandonment for UK online retail sites declined to a record low of 26% in the first quarter of this year, compared to an average of 30% during the same period in 2014 and 35% in 2013.
The figures give insight into the way consumers shop online, revealing that 58% of traffic to online retail sites now comes through a smartphone or tablet device.
The IMRG Capgemini Quarterly Benchmarking report also found that sales via mobile devices accounted for 42% of total UK online retail sales in Q1, up 34% from the same period in 2014.
IMRG chief information officer Tina Spooner said: "Reducing abandonment at the checkout is a clear focus for online retailers and, despite the fact it has come down significantly, just over a quarter of online shoppers still do not complete their purchase after reaching the checkout page.
Spooner noted that investing in optimising sites for mobile users must be an important focus for retailers with mobile devices accounting for 1 in 5 visits to retail sites three years ago and 60% of consumers currently browsing the web on smartphone and tablet devices.
Capgemini head of digital, consumer products and retail Alex Smith-Bingham said: "The growth of mobile sales is no doubt a key factor in the drop in the abandonment rate at the point of checkout.
"Retailers have invested a huge amount in optimising their sites for mobile and developing applications that will make it easier than ever for customers to make purchases on the go, at the click of a button."
