E-commerce strategies for cart abandonment and customer retention

E-commerce merchants are utilizing various digital strategies to combat high cart abandonment rates, which average approximately 70%. Effective recovery often involves targeted email sequences that address specific friction points such as unexpected shipping costs, complex forms, or missing payment options.

Different automation tools offer varying levels of intent tracking. For instance, Shopify manages abandoned-checkout automation through its Messaging app, while Klaviyo provides specific flows for both 'Checkout Started' and 'Added to Cart' events.

To supplement email recovery, businesses are increasingly evaluating push notification services to drive customer retention. Key considerations for selecting these services include pricing models—such as per-subscriber versus per-impression billing—and the ability to manage multiple communication channels under a single subscriber identity to ensure consistent frequency caps and suppression logic.