An abandoned cart happens when a customer adds items to their shopping cart but doesn't complete the purchase.

For example, a customer decides to buy a pair of jeans. They visit an online store, pick the jeans, and add them to their cart. But before they check out, they get distracted, start browsing other products, or compare prices. In the end, they leave the site without buying anything.

There are many reasons why customers abandon their carts and leave a website. But the result is always the same: the online store loses out on a sale. In 2024, SalesCycle reported that 70% of online carts are abandoned. Here are some of the top reasons customers give for abandoning their carts:

Percentage of Customers

48%


26%


25%


23%

22%


21%


18%


17%


13%


9%

Reason

Didn't want to pay for shipping and taxes

Didn't want to register on the online store's website

Didn't trust the website with their banking details

Delivery seemed too slow

The checkout process was too complicated

Didn't know the price of the product upfront

Didn't agree with the return policy

The website experienced technical issues

Payment methods weren't suitable

Payment didn’t go through

Percentage
of Customers

48%

26%


25%

23%

22%

21%

18%

17%

13%

9%

Reason


Didn't want to pay for shipping and taxes

Didn't want to register on the online store's website

Didn't trust the website with their banking details

Delivery seemed too slow

The checkout process was too complicated

Didn't know the price of the product upfront

Didn't agree with the return policy

The website experienced technical issues

Payment methods weren't suitable

Payment didn’t go through

By using analytics tools like Google Ads, online store owners can understand how much money is being lost due to abandoned carts, which products are most often left behind, at what stage customers are leaving the website, and which customer segments are abandoning their carts most frequently.

Tracking abandoned cart data allows sellers to spot bottlenecks in the sales funnel and adjust their marketing strategy. For example:

Fix Technical Issues. Abandoned cart data may uncover problems like slow-loading pages, checkout errors, or broken links. Fixing these problems can help ensure customers complete their purchases, boosting the number of successful transactions.

Review pricing. If high-priced items are frequently abandoned, it may indicate that customers aren’t willing to pay those prices. Offering discounts or promotions could encourage customers to complete their purchase.

Expand Product Selection. If specific product categories generate interest but fail to convert, it could mean the range is too limited. Adding variety, alternative options, or complementary items can entice customers to finalize their orders and increase cart sizes.

Improve Customer Service. Some abandoned carts occur because customers don’t know how to complete their orders or don’t receive timely assistance. By addressing these service gaps and offering more support, you can help guide customers through the purchasing process and increase sales.

The abandoned cart rate shows the percentage of customers who added products to their shopping cart but did not complete the purchase.

• If the abandoned cart rate is high, it could indicate that something is wrong with the purchasing process. For example, it could be that the product is too expensive, shipping is too slow, or the checkout process is complicated.

• If the abandoned cart rate is low, it means the purchase process is working efficiently.

To calculate the abandoned cart rate, use the following formula:

Example:
In one month, 500 carts were filled by customers, but only 150 purchases were completed. To calculate the abandoned cart rate, use the following formula:
(1 − 150 ÷ 500) × 100 = 70%. This means that 70% of customers who added items to their carts did not complete their purchase.

It’s impossible to completely avoid abandoned carts. Incomplete purchases will always occur in online stores. However, you can reduce their frequency using targeted marketing tools:

Voice calls are a great way to boost sales and improve communication with customers. They're often used to remind customers about abandoned carts, offer advice, inform them of discounts or new arrivals, and, most importantly, complete the purchase.

For example, a manager from an online store might call a customer who left an expensive handbag in their cart. The manager would politely ask why the purchase wasn’t completed. If the price is the issue, they may offer a personalized discount. If the problem is related to entering payment details, they can assist the customer in resolving the issue.

Triggered messages are automatic messages sent to customers based on specific actions, such as when they view a product, add it to their cart, or leave the site without completing the purchase.

Some examples of triggers for emails include:

• A customer adds a product to their cart but doesn’t purchase it.
• A customer installs the mobile app but hasn’t made a purchase yet.
• A customer registered on the site more than a week ago but hasn’t bought anything.
• A customer used to make frequent purchases but has not completed an order in the past two months.

The most common channels for abandoned cart reminders are email, SMS, and messaging apps.

Email Campaigns. The most popular channel for sending triggered emails. These can be automatic (sent when a customer leaves an item in their cart or hasn’t purchased in a while) or mass emails (sent to promote new products or inform customers about sales and promotions).

Example from rejoiner.com

SMS. One of the key advantages of SMS marketing is that messages are delivered to any mobile phone, even those without internet access.

Example from yotpo.com

Messaging apps. Trigger-based messages in messaging apps have a higher engagement rate compared to emails and SMS. This is largely because messaging apps are more immediate and personal, allowing businesses to engage with consumers in real-time.

Mobile Push Notifications. These are concise messages that appear on a user's phone screen, typically used to inform about new products, promotions, or to remind about abandoned carts and order statuses.

Example from shopney.co

Trigger-based messages can be combined and used in a sequence. For example, you can send messages across different channels one after the other if the customer doesn't respond.

1. If the customer has a mobile app: Send a push notification via the app.

2. If the customer doesn't have the app: Send an email.

3. If there's still no response: Send a message via a messaging app like WhatsApp.

4. If the customer doesn't have WhatsApp or hasn't responded: Send an SMS.

Retargeting is a type of advertising that reminds people of products they viewed but didn’t purchase. For example, if a customer added shoes to their cart but didn’t complete the purchase, they might see ads for those shoes on social media or other websites.

It can be used in:

• Social media: If a customer viewed or added a specific product to their cart but didn’t buy it, ads for that product will appear on social media platforms.

Example of Facebook remarketing

Example of ad which can appear while using mobile app

The customer can abandon their purchase at any moment. Your role is to follow up on abandoned carts and, more importantly, engage with potential customers to avoid losing revenue.

Take advantage of ready-to-use scripts from our team to manage abandoned carts effectively.

→ Abandoned Cart: This is when a customer adds items to their cart but doesn’t complete the purchase.

→ Reasons for Cart Abandonment: Customers might abandon their carts for various reasons, such as finding a better offer elsewhere, encountering issues during the checkout process, or simply being distracted.

→ Analyzing Abandoned Carts: By analyzing abandoned carts, you can make improvements to your website and potentially boost sales. To calculate the abandonment rate, use the formula:
(1−Number of Purchases/Number of Carts Created)×100%

→ Strategies to Reduce Abandonment: To encourage customers to complete their purchases, consider using methods like phone calls, retargeting ads, and trigger-based notifications via email, SMS, messengers, or push notifications.