Definition: Abandoned Cart

When someone adds something to their shopping cart on a website that sells things but then doesn’t complete the purchase.

It can be useful to track abandoned carts. This is because if there are a lot of them it might indicate:

  • a problem with the checkout process
  • that people are webrooming
  • that people are looking for (and finding) the same product(s) at a lower price elsewhere

Many websites email shoppers who have abandoned a cart. However, this type of email is only allowed if the shopper has already logged in (and allowed this sort of email). Abandoned Cart Emails are generally exceptionally effective at driving conversions.

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