Abandoned Cart

If a product is placed in the digital shopping cart by the potential customer, but the purchase is not completed by the transaction, this is known in e-commerce as a shopping cart abandonment. The share of shopping basket abandonment in a shop’s total transactions is an important KPI in e-commerce, as it can indicate a non-optimal user experience during the purchasing process. The search for a possible cause of shopping cart abandonment is very difficult and usually involves extensive tracking. However, there are various possibilities of Omnichannel Marketing to turn the shopping cart abandonment into a successful transaction. A common approach in e-commerce is, for example, the remarketing e-mail, which is automatically sent to the shopping cart abandoner and often contains an attractive discount code on the shopping cart value.