Skip to main content
Many online shoppers add items to their cart and leave without buying. A clear cart abandonment strategy helps you prevent some of those losses and recover others.

​
Why shoppers abandon their carts

A shopper fills their cart, reaches checkout, and disappears. Knowing why helps you prevent it.

​
How Fluid helps you recover carts

When a shopper who entered their email address leaves items in their cart, Fluid can:
  • Prompt the rep to follow up. If your company turns on the Cart Abandoned catchup, the rep who gets credit for the cart sees a follow-up suggestion in the mobile app’s Catch Up. See Catchups.
  • Start your recovery emails. Fluid sends a cart_abandoned webhook event, which your email or marketing tool can use to start a recovery sequence. See Webhooks and the Checkout overview.
Fluid doesn’t send recovery emails to shoppers itself. Its abandoned-cart notifications go to your reps, not your customers (see Communications). Plan your sequence in the tool that sends your marketing email.

​
Send a recovery email sequence

Timing matters. A common approach uses three emails.

​
A gentle reminder, about an hour later

The first email should feel like a helpful tap on the shoulder:
  • Use a friendly, service-minded tone.
  • Ask whether they need help completing their purchase.
  • Add a simple, prominent button that returns them to their cart.

​
A reminder of the value, about 24 hours later

Remind them why they wanted the products. Address common concerns, and highlight what makes your offer different.

​
A final opportunity, about 48 hours later

  • Present your best offer.
  • Give a genuine reason to act now.
  • Make the call to action impossible to miss.

​
Write emails that convert

Every recovery email should include:
  1. Clear product images
  2. The original prices
  3. A one-click way back to the cart
  4. A short path to checkout
  5. An easy way to get help
Start with a compelling subject line, lead with empathy, and guide them toward completing their purchase.

​
Create real urgency

Nobody likes fake urgency, but honest reasons to act are fine. Tell shoppers when:
  • Stock is genuinely limited.
  • A special offer really is ending.
Share real customer reviews and ratings where they’re relevant.

​
Make help easy to find

A shopper with a question may leave instead of asking. Offer more than one way to get help:
  • Chat for quick questions
  • Email for detailed questions
  • Links to answers to common questions
  • Clear support hours

​
Use incentives wisely

Not every abandoned cart needs a discount. Try a progressive approach:
  1. First email: a reminder, with no discount.
  2. Second email: a small incentive, such as free shipping.
  3. Final email: your best offer.
Incentives other than discounts can work too:
  • An express shipping upgrade
  • A bonus product with the purchase
  • A longer return period
  • Extra loyalty points
  • Priority customer service

​
Measure and test

Watch these numbers:
  • Recovery rate over time
  • Average order value
  • Email opens and clicks
  • How long shoppers take to return
  • What your incentives cost compared with what they recover
Keep testing:
  • Subject lines
  • Email timing
  • Incentive types
  • Message formatting
  • Call-to-action placement
Start simple and let the results guide you. What works for one business might not work for another. Your customers show you what they prefer through what they do.

​
Frequently asked questions

The most common reasons are unexpected costs at checkout, being forced to create an account, comparing prices elsewhere, distractions, and worries about payment security. Show all costs up front, make an account optional, display security badges, offer more than one way to pay and to get help, and make it easy to come back to the cart. See Why shoppers abandon their carts.

​
Get help

Email Fluid support at help@fluid.app. The Getting help page lists what to include in your request.