SMS and mobile messaging strategies for e-commerce growth

Retailers are increasingly utilizing mobile messaging, such as SMS, MMS, WhatsApp, and RCS, to combat high e-commerce cart abandonment rates, which average approximately 70 percent globally. Unlike traditional email marketing, which often faces low open rates due to inbox clutter, mobile messaging offers a direct channel that does not require an app or mobile data connection to reach customers.

Effective strategies for Shopify and other e-commerce brands focus on creating profitable demand rather than simply increasing discount frequency. A successful approach involves managing consent, segmentation, and automated flows—such as abandoned checkout and post-purchase messages—to ensure messages are relevant. By measuring orders against the total cost of offers and messaging, businesses can protect margins and avoid training customers to wait solely for markdowns.