Abandoned cart
An abandoned cart is a cart a shopper filled and left without paying. Abandoned-cart recovery is the message, usually email or push, that reminds her of the items, and it is the single most profitable automated message most stores send.
What it means
The cart is the strongest intent signal a shopper gives short of paying. Most abandonments are not refusals: a delivery cost, a phone call, a size doubt. A reminder that arrives while the intent is warm, with the right items and the right answer to the doubt, closes a share of them.
Why it matters for a store
Per message sent, nothing else comes close. In an online grocery, 5.7% of cart emails led to an order against 0.19% of newsletters, which made a cart email worth 31 newsletters per send, and 21% of email revenue came from under 1% of the emails, as our use case shows. The limit is reach: a cart email can only go to a shopper you can email.
An example
A shopper puts a coffee machine and two bags of beans in her cart on Tuesday evening and closes the tab. On Wednesday morning she gets one email with the machine, the beans and the delivery date for her city. She buys from the email.
How the agent uses it
Retention sends the cart reminder on its own, with the products picked for that shopper, by email, push, SMS, Viber or WhatsApp. The sales agent reaches the abandoners you cannot email, on the next visit.
Related terms
See also Browse abandonment, Dynamic coupon, Attribution window.
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