Bhutan’s e-commerce sector is steadily growing, with a checkout conversion rate of 3.8% in 2026. Despite high cart abandonment at 65%, improvements in UX and streamlined checkout processes could help increase conversions. Mobile checkout remains challenging, with a completion rate of just 4.2%, indicating a need for optimized mobile interfaces.
Session durations on checkout pages average just over two minutes, suggesting users are engaged but may face friction points. Simplifying forms and offering multiple payment options could enhance user experience. As digital adoption accelerates across Bhutan, targeted UX enhancements are crucial for boosting online sales and reducing abandonment rates.