Abandoned carts in ecommerce

1. Problem

Every year around 70% of baskets are abandoned in online stores (Baymard Institute survey 2019). Counteracting this phenomenon is currently one of the biggest challenges faced by the e-commerce industry. 

As many as 58.6% of online shoppers admit that in the last 3 months they have abandoned their shopping cart because they simply "check out different products and are not ready to buy". 

The implementation of an effective strategy, aimed at convincing this group of customers to complete their purchase, gives retailers a chance to recover more than half of the total annual value of abandoned baskets in the U.S. and Europe, which is equal to $260 billion.

2. Goals

  • remind customers about an abandoned shopping cart and get the recipient to return to the basket
  • encourage them to finalize the purchase through a standard reminder or special benefits such as a discount on abandoned products or code for free delivery
  • optimize the purchase path by detecting the moment of abandoning the shopping cart

3. Web push automation for abandoned baskets

The web push platform detects an abandoned shopping cart on the website and analyzes:

  • number of products in the basket
  • type of products in the basket
  • the price of the abandoned products
  • the time that has passed since the transaction was terminated

Depending on the conditions fulfilled in the first step, a pre-planned notification is sent to the recipient, which directs him/her directly to the abandoned basket.  

Read here how to configure Abandoned Cart scenario.

4. Handy Advice

It is best to send a reminder of the abandoned shopping cart within 20 minutes after the customer left the site. This can be repeated one day later. 

It is important to adjust the notification cycle to the time the products are kept in your shopping cart through the ordering system. If the shopping cart is reset after 4 hours, you can send the first notification to your subscriber after 15 minutes and the next notification after 2 hours with the information that the shopping cart will be empty in 1.5 hours. Until then, we will keep your products reserved.

Web push automation allows for sending standard web push notifications or Rich Push (contains a larger image). Check out a few examples of how web push notifications for saving abandoned carts can appear.

A web push notification will get a higher CTR if it is sent in the native language of your subscribers. Here is an example of notifications that famous e-commerce brands are sending to its Polish audience.

  • Mango

  • Etam

Would you like to send highly personalized notifications? Thanks to the integration with the customer's product feed (XML file), notifications can contain dynamically downloaded images of products in the basket, which significantly increases the CTR of notifications.

5. Why web push notifications?

Web push notifications are a new and highly effective tool to save abandoned shopping carts and thus increase profits in your online store. 

An average CTR for web push campaigns that save abandoned shopping carts is 16%.

6. Benefit from our experience

Find out why 95% of customers stay with us.

Whether you are already an experienced web push marketer or are just considering implementing this communication channel, our dedicated Strategy Department is at your disposal. 

Using the experience of working with brands such as Pandora, MediaMarkt or Etam, we will help you to prepare and implement effective solutions to encourage customers for their next purchases and increase your online sales, completely free of charge.

-> Test PushPushGo on your own completely free of charge up to 500 subscribers

-> Contact us to transfer your subscriber base or to order a dedicated web push strategy for your company: 


+48 12 312 5213 

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