Abandoned cart – a term used in eCommerce to describe the practice where a visitor to a store’s website adds products to a shopping cart and then leaves the store before completing the purchase process. The shopping cart abandonment rate can be obtained by dividing the number of all completed transactions by the total number of all shopping carts with at least one product. The result obtained should be multiplied by 100% to get the percentage of abandoned shopping carts. The most common reasons for shopping cart abandonment include too high shipping cost, lack of free shipping option, too long shipping time, lack of shipping cost information, too long shopping process, bad website navigation, lack of purchase intention, desire to compare prices. One option for recovering abandoned shopping carts is to use an email campaign (using, for example, recommendations and discounts) to motivate customers to return to the site and complete their purchases.
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