E-commerce
Cart abandonment
When a shopper adds products to the cart and leaves without buying.
What it is
Unexpected costs, a long checkout or simple distraction are common causes.
Why it matters
For e-commerceAbandoned carts are the warmest audience a store has, and fixing checkout friction lifts the return of every ad.
In practice
Measure the share of carts that do not become orders, fix checkout problems, and follow up with email and retargeting.
A common mistake
Spending heavily on retargeting abandoned carts before fixing the checkout that lost them.