Abandoned Cart Emails in ElasticPath

What is Shopping Cart Abandonment?

Shopping cart abandonment is when a potential customer starts a checkout process for an online order but drops out of the process before completing the process. Any item that enters the shopping cart but never makes it through the transaction is considered to be “abandoned” by the shopper. Shopping cart abandonment is an important aspect of the online shopping process that retailers pay careful attention to.

Shopping cart abandonment rate is calculated by dividing the total number of completed transactions by the total number of transactions that were initiated. The shopping cart abandonment rate is an important metric for e-commerce sites to keep track of because a high abandonment rate could signal a poor user experience or poor service experience etc.,

Shopping Cart Abandonment Reasons

The following are few potential reasons for cart abandonment.

  • 78% of consumers have abandoned a transaction due to poor service experience.
  • Having to re-enter credit card or shipping info was a trigger for 55% of shoppers to leave their carts behind.
  • 57% of online consumers will abandon a website if they experience more than 3 seconds of load time.
  • 34% of shoppers have abandoned online carts because they were required to create an account to complete the checkout.
  • 34% of potential shoppers will abandon their cart because they aren’t ready to buy.


What Are Abandoned Cart Emails?

Abandoned cart emails are automated reminders sent via email to customers who have added an item in their carts but didn’t complete their purchase. These emails will remind the shopper what’s left behind and will offer an easy way back to finalize the purchase. A series of emails is a cost-effective way used to recoup lost sales.

Abandoned Cart Emails in Elasticpath

EP doesn’t provide any OOTB abandon cart emails functionality, but EP can be extended and customized to support abandon cart emails functionality.

The following sections describe high level approach and sequence of steps performed in implementing the abandon cart emails functionality in EP.

  • Create a job which fetches all the active abandon carts and publish abandon cart email event.
  • The abandon cart email event will be captured to trigger an email to the customer with this cart details.
Abandon Cart Job Functionality
  • The job which runs at regular interval of time will fetch all the abandon carts from the Database.
  • The customer of an abandon cart has to provide an email id in prior to be eligible for cart abandonment functionality.
  • Once the eligible carts are available, they will be processed by validating various conditions such as max limit of emails to be sent, cart has any product or not, is customer opted for the abandon cart emails functionality or not.
  • Once the conditions are validated the email event will be published.
Abandon Cart Email Functionality
  • A new event type has been created to capture the abandon cart email event.
  • Once the abandon cart event is published, it will be captured and processed through camel and triggers the associated email.
  • The email is customized by using apache velocity files which will capture all the abandon cart details and provide a quick link as “Buy Now” to check out the cart.

The link to check out the cart will hold some additional information which can be captured while processing the order. This process is known as capturing metrics while processing the abandon cart order.

Capturing Metrics

The additional information from the link is processed by CMS team and will provide same information through request headers while processing the order.

The information will be in the form of key: value pair

Ex:- cartAbandonMailNo=2, search=true etc.,

The information will be stored in the database in “TORDERDATA” table against the order placed uidpk.

These metrics will be used further to generate reports which will help the retailer to keep track of the abandon cart conversion rate and the revenue got generated due to or from abandon cart etc.,

Anonymous vs Registered User

An anonymous user has to provide the email detail in order to get subscribed with this functionality implicitly.

In EP the token plays a key role in accessing carts for anonymous user and it is valid only for a week of time. As the mail is triggered multiple times over the course of few weeks the token expiry will be refreshed before triggering the email so that the user can access their cart.

The registered user will be subscribed by default at the time of registration but they will be provided with an option to opt out from the cart abandonment mails from profile level attributes. This attribute is validated in the abandon cart job.

Go to  /profiles/{scope}/

If CP_CART_EMAIL_SWITCH = “on” or “null” the cart abandon mails are active or else they are not.

Customizing Email Functionality:

  • The retailer can customize the frequency at which the job should be triggered, number of emails to be sent, the frequency between simultaneous emails.
  • Users can opt out from the abandon cart email functionality at any point of time by modifying the profile level attribute.
  • Can use extra details such as discounts, coupons etc., in email template to target customers in order to increase cart conversion rate.
  • Any additional metrics other than the current metrics can be captured readily.


This functionality helps in recouping the lost sales to a certain extent. As it is estimated that Over 40% of cart abandonment emails are opened and the retailer can achieve at least 4.64% conversion rate through Abandoned cart emails. The conversion rate can also be increased by using different marketing strategies such as promotions, coupons etc., which can be embedded into directly in the abandoned cart emails.


-Contributed by Kaza Venkata Sai Krishna Teja & Rahul Kumar