Abandoned cart recovery is the process of encouraging an online shopper to return and complete a purchase after adding products to their cart but leaving without placing an order.
Recovery usually combines automated email, SMS, push notifications, retargeting ads or on-site messages with checkout improvements. A five-step sequence can restore the shopper's cart, address common objections and, when appropriate, offer an incentive such as free shipping.
The Baymard research cited below needs a publication date: .
Abandoned Cart Recovery at a Glance
| Term | Meaning |
|---|---|
| Cart abandonment | A shopper adds products to a cart but leaves without buying |
| Checkout abandonment | A shopper begins checkout but does not complete payment |
| Abandoned cart recovery | Marketing and conversion actions designed to bring the shopper back |
| Recovered cart | An abandoned purchase that becomes an order after a recovery action |
| Recovery rate | The percentage of eligible abandoned carts that result in a purchase |
Terminology varies between ecommerce platforms. For example, Shopify distinguishes an abandoned checkout from a general cart abandonment. In Shopify's legacy definition, a checkout becomes abandoned when the shopper has entered an email address but has not completed payment after more than 10 minutes.
How Does Abandoned Cart Recovery Work?
A typical recovery process follows five steps:
- The shopper adds an item to the cart.
- The shopper leaves without completing the order.
- The ecommerce platform records the abandonment, usually when it can identify the shopper through an email address, account or consented marketing channel.
- An automated message is sent, showing the abandoned products and giving the shopper a way to return.
- The business measures the result and stops further messages if the shopper purchases.
The return path should take the shopper to a working cart or checkout. Making them search for the products again adds another reason to leave.
Why Do Shoppers Abandon Their Carts?
Shoppers abandon carts for several reasons, and a recovery message cannot solve all of them. Baymard Institute reports an average ecommerce cart abandonment rate of approximately 70%, although many shoppers are browsing, comparing prices or not yet ready to buy.
Common reasons include:
- Unexpected shipping, tax or handling costs
- Delivery taking longer than expected
- A complicated or lengthy checkout
- Required account registration
- Concerns about payment security
- Website errors or payment failures
- An unclear returns policy
- Limited payment options
- Distraction or a decision to delay the purchase
Baymard's research reports that 42% of surveyed US shoppers abandoned a purchase because they were browsing or were not ready to buy. Other reported causes include additional costs, slow delivery, lack of trust, forced account creation and checkout complexity.
This distinction affects the recovery tactic. A reminder may bring back a distracted shopper, but a discount will not fix an excessive shipping charge, a broken payment form or a checkout that asks for too much information.
What Channels Are Used for Abandoned Cart Recovery?
Businesses use email, SMS, push notifications, retargeting ads and on-site messages for abandoned cart recovery. Each channel suits a different type of follow-up.
Abandoned Cart Email
Email is a common recovery channel because it can show the products left behind and link to checkout. A typical email includes:
- The abandoned product or products
- Product images and prices
- A link to resume checkout
- Shipping, returns or payment information
- One clear call to action
- Customer support details if the shopper has questions
Email automation platforms commonly support a sequence rather than a single reminder. Mailchimp describes a sequence with an initial message followed by later reminders, while recommending that businesses test timing and incentives for each audience.
SMS and Push Notifications
SMS and push notifications can reach shoppers quickly, but businesses should use them only when the shopper has provided the required marketing consent. These channels suit short reminders, stock updates or delivery information better than repeated promotional messages.
Retargeting Advertising
Retargeting ads show previously viewed products to shoppers who leave the site. They can reach shoppers whose email address is unknown, but campaigns should exclude customers who have already purchased.
On-Site Recovery
On-site recovery includes exit-intent messages, cart reminders and saved-cart features. These methods can prevent some abandonments before the shopper leaves, especially when the message clarifies delivery charges, returns or payment options.
What Should an Abandoned Cart Recovery Message Contain?
A recovery message should make returning easy and reduce uncertainty.
Include:
- The exact products left in the cart
- A link to resume checkout
- Transparent pricing, including shipping where possible
- Relevant reassurance, such as returns, delivery times or payment security
- One clear call to action
- A support option
- Mobile-friendly formatting
Do not automatically offer a discount in the first message. Discounting every abandoned cart can reduce margins and teach shoppers to wait for a coupon. Start with a reminder, then test incentives for shoppers who show stronger purchase intent or leave because of price.
Abandoned Cart Recovery Versus Reducing Cart Abandonment
These strategies address different points in the buying journey.
| Strategy | Main purpose | Example |
|---|---|---|
| Abandoned cart recovery | Bring back shoppers who have already left | Send a reminder with a checkout link |
| Checkout optimisation | Prevent shoppers from leaving | Add guest checkout and reduce form fields |
| Merchandising improvement | Increase purchase confidence | Improve product images, sizing and reviews |
| Pricing and delivery clarity | Remove cost-related surprises | Show shipping costs before payment |
| Customer support | Resolve purchase objections | Offer live chat or clear contact details |
Recovery is useful, but it should not replace checkout improvements. Baymard research identifies checkout design, unexpected costs, forced registration and trust problems as important abandonment factors.
How Is Abandoned Cart Recovery Measured?
The basic recovery rate is:
Recovery rate = recovered orders ÷ eligible abandoned carts × 100
Businesses should also track:
- Recovery email delivery rate
- Click-through rate
- Checkout completion rate
- Recovered revenue
- Revenue per message recipient
- Average time from abandonment to purchase
- Discount cost
- Unsubscribe rate
- Recovery performance by device, product and customer segment
Attributed revenue is not automatically incremental revenue. Some shoppers would have returned and purchased without receiving a message. A control group can show whether the campaign caused additional purchases. Businesses can also test different messages, timings and incentives.
Example of Abandoned Cart Recovery
A customer adds a pair of running shoes to an online store's cart, enters an email address and leaves before payment.
The store could:
- Send a reminder containing the running shoes and a link to resume checkout.
- Explain delivery times and the returns policy in a later message.
- Send a final message only if the customer has not purchased and is eligible for further marketing.
- Stop the sequence as soon as the customer completes the order.
The first message should focus on convenience. A later message can address a likely objection, such as delivery cost or uncertainty about returns.
The Practical Takeaway
Treat abandoned cart recovery as a second chance, not a substitute for a usable checkout. Fix problems that affect every shopper first, then test the timing, messages and incentives used for shoppers who can be reached after they leave.