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E-commerce abandoned cart recovery: strategies and best practices

relance de panier abandonné

Abandoned shopping baskets (and their relaunch!) are indeed the central challenge of e-commerce marketing. In fact, around 70% of shopping baskets filled on a website are abandoned before completion, for a variety of reasons. Improving your relaunch marketing strategy can significantly boost sales and limit lost revenue.

Why are shopping baskets abandoned?

  1. High delivery costs: these discourage customers at the last minute. Mention them clearly on the product page.
  2. Complex payment processes: simplify your forms and make sure your website works perfectly on all browsers.
  3. Lack of trust: customer reviews, legal notices, reassuring images (security badge, SSL certificate) are essential.
  4. Price comparison: customers leave your site to look for better prices elsewhere.
  5. Indecision or reflection: some shopping baskets are filled without any immediate intention to buy.

Add tools such as an internal comparator, user testimonials or incentives in the header of the shopping cart page to limit abandonment.

Adrena’tips: consider collecting form data to test different abandonment hypotheses. Analyze them in a document shared with your teams (CRM or marketing automation tool). This will enable you to focus your tests on key areas of your site (shopping cart, delivery, payment page).

Strategic marketing vision 2025: personalization, automation, multi-channel

In 2025, a successful shopping cart relaunch strategy should be based on:

  • Message personalization, with rich, visual content adapted to the abandoned product.
  • Automation, enabling a series of emails, notifications or SMS to be sent according to user behavior.
  • A multi-channel approach, combining email, SMS, push and WhatsApp to maximize the chances of conversion.

Emailing and marketing automation tools like Klaviyo, Hubspot, Sendinblue, Mailchimp or ActiveCampaign make it possible to configure these complex campaigns with precision and efficiency.

📊 Test example 2025: a company in the textile sector tested two variants of reminder mail. The first with plain text only and a link to the shopping cart. The second included a personalized visual header, a product image, a CTA “Finalize my purchase” and a link to a PDF document “Our delivery guarantees”. Result: +31% conversion rate for the enriched version (source: Mailmodo 2025 study).

The different channels for relaunching abandoned shopping baskets

1. Email marketing

  • Personalized message (name, subject, products, visuals, link to shopping cart)
  • Clear, visual header
  • Product image and price reminder
  • Visible CTA
  • Linked document: product sheet, guide, leaflet, white paper

Example: “Hello Julie, you’ve forgotten your boots in your basket. Take advantage of -10% if you complete your order within 24 hours!”

💡 Tip: test different email styles! Simple text, visual formatting, HTML template or even interactive version with product carousel.

Recent study: e-mails containing an image and a PDF document achieve a 14% higher click-through rate (source: Litmus Email Engagement Report 2025).

2. SMS Marketing

  • Open rate > 90
  • Short message, tracked link
  • Recommended delivery between 10 a.m. and 6 p.m. and within 48 hours of abandonment
  • Only 1 SMS per cart cycle

Example: “Julie, your boots are waiting for you! Complete your order here: [link] 10% off until tonight”.

3. Web Push Notifications

  • Ideal for users who have accepted push messages on your site
  • Product thumbnail + CTA + urgency
  • Automated with Adrenalead!

Message type: “Good news! Your items are still here. Click here to complete your order.”

📈 Statistics: Web Push campaigns record an average click-through rate of 9-12% (source: Adrenalead Benchmark 2025).

4. WhatsApp

  • Engaging, highly customizable channel
  • Enriched messages with header, image, link and document if required
  • Business API for automated reminders

Scenario: 1 message within the hour + 1 with exclusive offer + 1 emergency.

📱 Real-life case: a cosmetics company integrated WhatsApp into its relaunch strategy. Action result: +27% basket completion rate after sending a message with header, image and limited offer.

Visual content elements to be integrated into any abandoned cart relaunch solution

Element Role / Added value
Header Creates visual consistency
Image Visually recalls the abandoned product
Link / CTA Facilitates direct conversion
Document Guide, technical sheet, comparison test
Customer review Reassures, enhances your product
Clear text Structures the marketing message
Style Defines the tone (formal, fun, minimalist, etc.)
List Allows to present product benefits

All these elements must be optimized for mobile, quick to load and respectful of your brand identity.

Recover your abandoned carts with Web Push!

Boost my e-commerce

Tests & automation: how to optimize abandoned cart recovery?

  • Smart automation scenarios based on cart value, customer history, or recurrence.
  • A/B testing of email subject lines, images, CTAs, and sending timing.
  • Dynamic content in emails depending on the abandoned product, number of items, or geolocation.

Example: a test shows that adding a product document increases the click-through rate by 17%.

✅ Recommendation: create a centralized document in Google Drive that gathers test performance results, email templates, visual styles, tested headers, and clicked links. This enables continuous improvement of your automated recovery strategy.

Concrete examples in 2025

📋 Sector-Specific Use Cases

Fashion: Lookiero integrated 2 email reminders + 1 SMS with a personalized offer and product image. Result: +19% of recovered sales.

Home equipment: ManoMano relied on a series of WhatsApp messages with product test in an attached document. Result: +24% cart completion.

Fictitious example of abandoned cart recovery: MaisonNordik.com

Context: MaisonNordik.com is an e-commerce site specialized in premium Scandinavian furniture. A customer adds a solid oak table priced at €749, then leaves the site without finalizing the purchase.

🕒 Reminder after 1h: personalized email

  • Subject: “Your oak table is still waiting for you 🍂”
  • Content:
    • Visual header with Scandinavian living room atmosphere
    • Image of the abandoned table
    • Description + direct link to the cart
    • Block “Our delivery guarantees” in PDF (document)
    • List of customer reviews about the product
    • Minimalist style, soft font, and CTA “Complete my purchase”

🕒 Reminder after 4h: Web Push Notification

  • Message: “Good news, your table is still available! Click here to complete your purchase.”
  • Includes:
    • Thumbnail image of the table
    • Quick CTA
    • Sense of urgency: “Limited stock”

🕒 Reminder after 6h: SMS

  • Text: “MaisonNordik: You get -5% off your table. Quickly complete your order here 👉 [link]”
  • Timing: sent between 10 a.m. and 6 p.m.

🕒 Reminder after 12h: enriched WhatsApp

  • Message:
    • Customer’s first name
    • Product image
    • Header: “Free delivery until tonight!”
    • PDF with product test and care tips (document)
    • Message signed by the customer care manager
    • Button: “Access my cart”

🕒 Reminder after 24h: urgency email

  • Subject: “⏳ You only have a few hours left…”
  • Content:
    • Reminder of benefits in list format
    • Customer testimonials
    • Visuals
    • Direct link to the cart
    • Option of 3x installment payments

Expected results:

  • Email open rate > 42%
  • Push click rate > 11%
  • Final conversion rate > 28% (vs 7% without recovery)
  • KPIs tracked via an automated dashboard in Notion or HubSpot, compiling all tests and rates per channel.

Recover your abandoned carts with Web Push!

Boost my e-commerce

FAQ about abandoned cart recovery

When should I send a follow-up email?

Ideally within 2–4 hours of the abandonment, then again after 24 h and 48 h to maximize the chances of conversion.

What’s the maximum number of follow-ups?

Stick to 3 follow-ups per cart. Beyond that, the conversion rate drops and you risk annoying prospects.

Should I include a document in my follow-ups?

Yes! Adding a product test or a how-to guide increases credibility and helps persuade hesitant buyers.

Which platforms should I use?

For a comprehensive strategy, combine HubSpot, Klaviyo, Brevo, and Adrenalead according to your needs in marketing automation and push notifications.

Can I personalize headers and images?

Absolutely! Personalizing the header and visuals (colors, name, recommendations) significantly boosts engagement.

What content structure should I prioritize?

Go for: a clear header, an image, a hook sentence, a call-to-action link, a list of benefits, and an offer tailored to your store. This structure maximizes both readability and conversions.

In short: key takeaways

  • Automate your follow-ups as soon as a cart is abandoned.
  • Combine multiple channels: email, SMS, push, WhatsApp.
  • Include in each follow-up: product + link + image + document + personalized header.
  • Use marketing automation tools to segment, test, and analyze.
  • Stay GDPR compliant with opt-in and a clear unsubscribe link.
  • Structure your content with lists, visible CTAs, and consistent messages.

With these concrete methods and conversion-driven marketing tips, you can turn abandoned carts into long-term opportunities while strengthening the quality of your e-commerce strategy.

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