Cart abandonment is one of the biggest pain points for Shopify store owners, with rates ranging from 60% to 80%. Shoppers often leave items in their carts due to unexpected costs, limited payment options, or a complicated checkout process. These abandoned carts represent missed revenue opportunities—but the good news is that they can be recovered.
By implementing proven strategies like personalized emails, exit-intent popups, and mobile optimization, you can turn lost sales into conversions and boost your store’s profitability.
Let’s dive into actionable tips to reduce cart abandonment and recover lost revenue effectively.
Explore Shopify Abandoned Cart Recovery Apps
Understanding Shopify Cart Abandonment
What is Shopify Abandoned Cart?
Shopify cart abandonment occurs when a customer adds items to their shopping cart but leaves the store without completing the purchase. This represents a significant gap in the buyer's journey, where interest is high but commitment falters.
Cart abandonment is a critical metric for Shopify store owners as it directly impacts revenue and conversion rates. It often highlights issues such as pricing transparency, checkout friction, or lack of trust in the process.
Shopify abandoned cart vs abandoned checkouts
Abandoned cart refers to items added to a cart without initiating checkout, while abandoned checkout occurs when a customer starts the checkout process but doesn't complete the purchase.
- Abandoned carts means items added but no checkout initiated
- Abandoned checkouts means checkout started but not completed
Key Statistics On Shopify Cart Abandonment Rate
What is the average Shopify cart abandonment rate? According to Shopify, the average abandoned rate for Shopify is ranging from 60% to 80%.
The overall and specific cart abandonment rate is as follow:
- The average cart abandonment rate globally is 70.19% (Baymard Institute), with Shopify-specific rates ranging from 60% to 80%.
- Mobile devices contribute to higher abandonment rates (80.2%) compared to desktops (70%).
- Industry-specific trends: Fashion (76.03%), Travel (81.7%), and Luxury Goods (79.04%).
- Regional differences: North America (79.14%), Europe (79.28%), and Asia-Pacific (76.32%).
Reasons Behind Abandoned Shopping Carts
First up, it is important to highlight that some users who add goods to their cart simply weren’t looking to buy them in the first place.
As a matter of fact, as much as 58.6% of US respondents in an abandoned cart study stated that they were “just browsing / not ready to buy”. Now, of the remaining respondents, the reasons cited are those which can be fixed with a few tweaks, and we highlight some of these reasons below:
Unclear pricing and high shipping costs
Bundling up secondary costs throughout the checkout process, such as high shipping costs and additional taxes, is likely to cause abandoned cart syndrome due to the total price exceeding their budget.
Moreover, the lack of up-front clarity on pricing can also damage the reputation of your store, and customers might even see it as deceptive. In fact, the study mentioned above states that of the remaining respondents, a whopping 48% abandon their carts during checkout due to the extra costs of shipping, taxes, and fees being too high.
The fix to this is easy and straightforward: being transparent about the costs from the get-go. If additional costs and taxes are required, clearly state what the cost will add up to on the very first page itself, instead of taking the customer through an emotional rollercoaster of additional costs.
The problem not only plagues small businesses, but even big industry giants equally. A notable mention here is The Tea Haus, with a clear policy of charging shipping rates for orders below $25, and an upfront charge of just $3 for products below the 25 USD mark.
Allowing for different options for delivery speed-such as standard and premium-also helps, as it gives customers more choices, and they can decide whether they want to prioritize speed or money.
Mandatory account requirements
24% of the remaining respondents stated the platform requires them to make an account as a reason for abandoning their cart. Going through the long process of creating an account right when you’re about to buy a product can be a tedious and distracting task that the customers aren’t likely to appreciate.
Customers like everything to be crisp and to the point so that they can get done with the checkout process quickly. Not requiring an account to purchase the product is an easy fix to this problem.
Alongside the option to log in, allow for a Guest Checkout option, where customers can put in their billing and delivery information, and that's it!
Here’s an example of Lululemon doing just that.
Source: barilliance
Complicated and long checkout process
Amidst, all reasons for cart abandonment, a complicated checkout still tops the list with 73% of users fed up with a long, and conventional exit process.
Source: nimbbl
It is important to remember that marketing and presentation don’t just end when the user clicks on the “Buy Now” or “Add to Cart” option. Simplifying the checkout process as much as possible, coming up with a sleek layout, only asking for details that are required for billing and delivery, and doing away with distractions like pop-ups and advertisements until the checkout is completed, are a few ways to ensure that the customer’s eyes are set on one thing and one thing only: buying their favorite products from your store.
A complicated checkout is the major conversion killer and Boots’ exit page is a testimonial to the fact. Usually, the checkout process should only contain: total product cost, customer details, and cart edit options. However, Boots product page is filled with redundant details that could have been part of user profile, more than the final checkout page.
Source: clickz
For a simpler page, businesses can think about removing shipping charges from the 1st page, and later adding them under the payment section. Moreover, so much content cluttering and up to 6 CTA options on the checkout page might distract user and can lead to cart abandonment.
Puma has done a great job in creating an ideal checkout page:
No excess cluttering, on-point content and minimalist color coding to make UI visually appealing.
Limited Payment Options
One major reason behind Shopify abandoned carts is the lack of diverse payment options. Customers often abandon their shopping carts when they cannot find their preferred payment method, such as digital wallets, buy-now-pay-later services, or regional payment solutions.
Offering only traditional credit card options can deter potential buyers, especially in regions where alternative payment methods are more popular. Shopify store owners can reduce cart abandonment by integrating multiple payment gateways like PayPal, Stripe, or Klarna.
Ensuring compatibility with global and local payment preferences helps cater to a broader audience and improves the likelihood of completing purchases.
Read more: 7 Best Shopify Payment Gateways for a Secure Checkout
What's next? Let's discover the best and latest strategies to reduce cart abandonment and recover it.
Shopify Abandoned Cart Recovery: Tips, and Best Practices to Get Your Lost Sales Back
But worry not, through incorporating a few specific modifications and changes to the user experience, some of these abandoned carts can be easily acquired back. In fact, a study predicts that making 39 unique improvements can lead to a 35.26% increase in conversion rate for the average large-scale E-Commerce platform.
From our long-lasting experience of supporting Shopify merchants in building high-converting pages and maximize their eCommerce effeciency, PageFly present to you the most common reasons why users abandon their carts and some of the quick and easy solutions to your abandoned cart problem.
Writing Effective Shopify Abandoned Cart Recovery Emails
Emails are one of the most effective strategies for recovering abandoned carts on Shopify. Craft personalized and engaging emails that remind customers of their unpurchased items.
Key strategies:
- Timing Matters: Send the first email within 1-2 hours of cart abandonment to capitalize on fresh intent. Follow up with a series of emails at intervals (e.g., 24 hours, 48 hours) to maintain engagement.
- Personalization: Include the customer’s name, abandoned items, and tailored offers to make the email feel relevant and compelling.
- Clear Call-to-Action (CTA): Use direct CTAs like "Return to Your Cart" or "Complete Your Purchase Now" to guide customers back to checkout.
- Incentives: Offer discounts or free shipping to encourage action, balancing profitability with conversions.
- Design and Content: Use visually appealing layouts with product images, concise copy, and mobile-friendly designs.
- A/B Test Email Campaigns: Test which subject lines give you higher open rates; which copy and email template gives you higher conversion rates!
See the 2 big examples of Shopify abandoned cart below:
Offering Incentives and Discounts
Since one of the biggest reasons customers abandon their carts is the high additional costs, this method tackles that problem head-on. Discounted delivery and strategic deals can significantly reduce Shopify abandoned carts by addressing cost-related concerns.
Key strategies:
- Free Shipping Thresholds: Remind them on free shipping as a special deal for their abandoned cart can motivate them.
- Time-Limited Offers: Create urgency with limited-time shipping discounts, such as “Free shipping for the next 24 hours.” This leverages FOMO (Fear of Missing Out) to drive immediate action.
- Targeted Discounts: Offer personalized shipping discounts based on customer segments, such as first-time buyers or loyal customers. Use Shopify’s discount settings to apply rules for specific products, regions, or customer groups.
- Highlight Savings: Use banners, pop-ups, or checkout notifications to showcase the savings customers gain through discounted delivery. For instance, display a progress bar showing how close they are to qualifying for free shipping, or send them an email telling their favorite products on cart is on sale.
Tools: You can apply Shopify discount apps to maximize the discount effeciency
See this discount to remind and recover cart abandonment example:
Using on-site Abandoned Cart Recovery web messages
On-site abandoned cart recovery web messages are an effective way to re-engage customers who leave items in their carts without completing the purchase. These messages appear directly on your Shopify store, offering immediate engagement.
Key strategies:
- Timing: Trigger web messages as soon as a customer attempts to leave the site or after a specific period of inactivity. This ensures the message reaches them while their intent is still fresh.
- Personalization: Include dynamic content such as the customer’s name, product details, and tailored offers like discounts or free shipping. For example, “Still thinking about {{product_name}}? Complete your checkout now and enjoy free delivery!”
- Clear Call-to-Action (CTA): Use actionable prompts like “Return to Your Cart” or “Complete Purchase Now” to guide customers back to checkout seamlessly.
- Incentives: Offer exclusive deals or limited-time discounts to create urgency and motivate conversions.
Tools:
By leveraging tools like OneSignal, Shopify merchants can automate and customize web messages, ensuring higher engagement rates and increased recovery success.
See this web message example to recover Shopify cart abandonment:
Shopify Cart Abandonment SMS Marketing Campaigns
SMS marketing is a direct and effective channel for recovering abandoned carts on Shopify by sending concise and compelling messages that remind customers of their pending purchases, include links to their carts, and offer exclusive discounts or free shipping. With a 98% open rate, SMS ensures your recovery message is seen promptly.
Key strategies:
- Personalized Messaging: Address customers by name and reference specific items left in their cart for a tailored experience.
- Urgency and Incentives: Use time-sensitive language like “Limited stock!” or “Offer expires in 24 hours” alongside discounts or free shipping to drive conversions.
- Optimal Timing: Send the first SMS within an hour of abandonment, followed by reminders at strategic intervals (e.g., 24 hours, 48 hours).
- Integration with Other Channels: Pair SMS with email for a multi-channel approach that reinforces recovery efforts.
Tools:
By leveraging tools like TxtCart or Klaviyo, Shopify merchants can automate SMS campaigns and recover up to 30% of abandoned carts efficiently.
Example of an SMS marketing campaign:
Using Push Notifications for Real-Time Engagement
Push notifications provide instant engagement for recovering abandoned carts on Shopify.
Key strategies:
- Immediate Reach: Push notifications appear directly on users’ screens, making them harder to ignore compared to emails.
- Personalization: Include product names, images, and dynamic content like discounts to make notifications more compelling.
- Timing Strategy: Send the first notification within an hour of abandonment, followed by reminders at intervals (e.g., 24 hours, 72 hours).
- Clear CTA: Use actionable phrases like “Complete Your Purchase” or “Your Cart Awaits” to guide customers back to checkout.
- Incentives: Offer exclusive deals or free shipping within notifications to motivate purchases.
Tools:
Shopify cart abandonment recovery tools like PushAlert allow Shopify merchants to automate and customize push notifications, ensuring higher engagement rates and increased cart recovery success.
Strategies to Reduce Shopify Shopping Cart Abandonment
How can you reduce the cart abandonment rate? Follow the following 4 strategies:
Simplifying checkout process
A complicated checkout process is one of the leading causes of Shopify shopping cart abandonment. Streamlining this process can significantly improve conversion rates.
Key features:
- Reduce Steps: Minimize the number of steps required to complete a purchase. Use Shopify’s one-page checkout feature to consolidate information fields and speed up the process.
- Enable Guest Checkout: Allow customers to purchase without creating an account. This reduces friction, especially for first-time buyers.
- Auto-Fill Information: Use Shopify’s built-in tools to auto-fill customer details, such as shipping and billing addresses, for returning users.
- Mobile Optimization: Ensure the checkout process is mobile-friendly, with large buttons and easy navigation for small screens.
By focusing on simplicity and efficiency, Shopify store owners can create a seamless checkout experience that reduces abandonment and boosts sales.
Plus tip: Using Shopify one page checkout to save customers effort!
Diversifying payment options
Limited payment options are a major barrier to completing purchases. Offering diverse payment methods ensures customers can pay using their preferred option. Here’s how to do it strategically:
- Integrate Popular Gateways: Add multiple payment gateways like PayPal, Stripe, and Apple Pay to cater to a wide audience.
- Offer Buy Now, Pay Later (BNPL): Integrate BNPL services like Klarna or Afterpay to attract budget-conscious shoppers who prefer installment payments.
- Support Regional Payment Methods: For international customers, include region-specific options like Alipay or iDEAL.
- Highlight Security: Display trust badges and SSL certificates during checkout to reassure customers about secure transactions.
Using Shopify’s payment settings, merchants can easily add these options and ensure a smoother checkout process for all customers.
Tools:
Shopify merchants can leverage and integrate with Payment options for Shopify websites worldwide include Credit cards, Debit cards, Bank transfers, Cash on Delivery, App payments, and Direct Deposits.
Adding exit-intent popups
Exit-intent popups are an effective way to capture a customer’s attention before they leave your Shopify store without completing their purchase.
Key strategies:
- Trigger Popups at the Right Time: Use exit-intent technology to detect when a user is about to leave and display a compelling message or offer.
- Personalize the Content: Include dynamic content like abandoned cart items or tailored discounts (e.g., “Complete your purchase now for 10% off!”).
- Create Urgency: Add time-sensitive language such as “Offer expires in 15 minutes” to encourage immediate action.
- Use Clear CTAs: Include actionable buttons like “Return to Cart” or “Get My Discount” for easy navigation back to checkout.
Tools:
Tools like Privy or Personizely can help Shopify merchants design and automate exit-intent popups, increasing the chances of recovering lost sales.
Example for exit-intent popup:
Source: referralcandy
Here, the idea is to use minimum words, while ensuring all message is conveyed. Here, featuring a live human image might create a better connection with your audience. The popup here is simple, and lean, and conveys the message in a streamlined format.
For many customers, exit-intent popups can be the slight push or the one last motivation they needed to go through with the checkout process, which is why it is extremely important to ensure that your popup conveys just the right message with a call to action.
Single tap checkouts
When you imagine a checkout process at an online store, you probably think of going through multiple steps either filling up or verifying your name, shipping address, and payment details. But it really doesn’t need to be that complicated. For returning customers, the checkout process can be streamlined to the extreme by simply saving their shipping and billing information and allowing them the option to do a single-tap checkout, where all they need to do is tap on the Buy button to place their order.
This process leads to the minimum hassle and time consumption for the customers, and greatly reduces the various steps between browsing and buying, ultimately leading to lesser abandoned carts.
Parting Note
There is no doubt that the advancement of technology has brought the consumer and seller closer to each other than ever before. Now, you can be sitting in Malaysia and shopping for a niche product that is only available in Canada, right from the comfort of your home.
But, with new advances, customer expectations have also rapidly risen, and catering to those expectations and needs should be the store’s number one goal. In doing that, you don’t just help the customer, but also help yourself.
This was just a short guide detailing some of the many strategies you can deploy to ensure lesser abandoned carts, and recover lost sales, and lost customers. There are many more approaches you can take, including setting up retargeting ads on social media, providing live chat options to offer assistance, and removing ads from competitors on your website.
Incorporating multiple of these suggestions together is sure to decrease the rate of abandoned carts in your store, and will help it gain the reputation of a transparent, user-friendly, and to-the-point brand.
