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Research across thousands of shops consistently puts cart abandonment at around 70%. For every ten people who add something to their cart, seven leave without paying. For a small shop, even winning back one of those seven is often the cheapest growth available — you have already paid to bring them to the site.
The reasons are surprisingly consistent:
| Reason | What the shopper thinks |
|---|---|
| Surprise costs | "Shipping is how much?" |
| Forced account creation | "I just want to buy one thing." |
| Long or confusing checkout | "Why are there four pages?" |
| Trust doubts | "Is this site safe for my card?" |
| Slow delivery | "I need it by Friday." |
| Just browsing | "I'll decide later." |
The last group you can only remind. The rest you can fix.
Put shipping costs on the product page or in a banner ("Free delivery over 40"). Surprise costs at the final step are the number-one reason for leaving.
Offer to create an account after the order, using the details they've already typed.
Every extra field loses people. You rarely need a phone number, company name and a second address line for a simple order.
A padlock, recognisable card logos, your returns promise and a real contact method beside the pay button all reduce doubt.
Most shoppers check out on mobile. Big buttons, auto-filled addresses and wallet payments make a real difference.
If a shopper entered their email before leaving, a short sequence of reminders recovers a meaningful share of carts. A simple, proven pattern:
Don't open with a discount. If customers learn that leaving a cart always produces a coupon, many will do it on purpose.
Subject: Still thinking about the linen throw?
Hi Sara, you left the Sage Linen Throw in your basket. We've kept it for you — it's one of only six left in this colour.
Free delivery · 30-day returns · Washed linen, softer every wash
[Complete my order]
Track three numbers each month: carts created, orders completed, and orders that came from recovery messages. If your completion rate rises from 30% to 35%, that is a sixth more revenue from the same traffic.
Generally yes for transactional reminders, but rules differ by country. Make your privacy policy clear and always include an unsubscribe link.
Ask for it as the first checkout field. That alone makes recovery possible.
Volnyn shops come with a short, mobile-friendly checkout, card payments and guest checkout out of the box, and Automations can send follow-ups for you. Start free at volnyn.com.