How Retailers Are Tackling Shopping Cart Abandonment - eMarketer
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How Retailers Are Tackling Shopping Cart Abandonment

Email notifications can help

February 29, 2016

More top 1,000 retailers have sent a shopping cart abandonment message in 2015 compared to prior years, according to research.

Top 1,000* Retailers in North America that Have Sent a Shopping Cart Abandonment Message, 2011-2015 (% of retailers analyzed)

Email marketing firm Listrak looked at shopping cart abandonment metrics for the websites on Internet Retailer's Top 500 and Second 500 lists. Shopping cart abandonment metrics include conversation open, click-to-visit and conversion rates. In 2011, 14.6% of retailers in North America analyzed on Internet Retailer's Top 500 and Second 500 lists sent a shopping cart abandonment message.

In 2015, however, that number more than doubled. In fact, 32.2% of the top 1,000 retailers analyzed sent a shopping cart abandonment message.

A separate study from Bizrate found that 18% of digital shoppers in North America who browse a retailer's site intending to buy, end up not making a purchase and abandon their shopping card.

Primary Reason that US Digital Buyers Do Not Purchase Items Added to Their Digital Shopping Cart, July 2015 (% of respondents)

And according to a July 2015 survey from Market Track, one of the top reasons that US digital buyers do not purchase items added to their digital shopping cart is because they simply decided they don't want the item all that much.

While cart abandonment is an issue for many retailers, emails and notifications are one way for retailers to get their message in front of consumers—and to get them to act.

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