Key takeaways
- Many customers abandon their shopping cart — those sales can often be regained.
- Send a reminder email and make checkout as simple as possible.
- Unexpected shipping costs are a big reason to drop out.
- Show confidence with reviews, iDEAL and a clear returns policy.
Most people who put something in their shopping cart do not pay immediately. In fact, out of ten full baskets, only a handful are paid for on average. That sounds like bad news, but it is completely normal - and the great thing is: a large part of those near-buyers can still be won back. They were interested enough to choose something; they just needed one final push. This guide shows why people drop out, how to prevent that, and how to capture the sales you miss.
Why people leave their baskets behind
If you understand the reason, you can remove it. The most common, and what to do about it is:
- Unexpected charges at checkout — especially shipping charges that don't appear until the final screen. The number one reason for dropping out.
- Required to create an account — a threshold that many people do not want to cross for one purchase.
- Doubts — about size, delivery time, returns policy or whether the product is what they are looking for.
- Distracted — the phone rang, the bus came, the child shouted. They wanted to buy, but were interrupted and forgot.
The latter group is large and often underestimated: these people had nothing against your shop — they just didn't get around to it. This is precisely where the most benefit can be achieved with a simple reminder.
Avoid dropping out at checkout
The cheapest gain is in making the checkout itself smooth. This immediately makes a difference:
- show all costs early, not on the last screen. Mention shipping costs on the product page or in the shopping cart. Calculate them smartly, see calculate shipping costs;
- offer guest checkout, without required account — creating an account is allowed, but not required;
- only ask for what is necessary and keep the number of steps short;
- show trust — payment logos, a visible returns policy and your company details. The right payment methods, with iDEAL at the forefront, are part of this.
The abandoned shopping cart email: your strongest weapon
If someone left an email address — for example, because they started checking out or are registered — you can automatically send a friendly reminder. It is one of the best performing emails out there, precisely because the interest was already there. Many webshop platforms and email tools send this email automatically; You set it once and it runs automatically.
What does a good memory look like?
Short, friendly and recognizable — no hard sales talk:
> Subject: You forgot something 👀
> “Hi Sanne, your [product] is still ready for you in your shopping cart. Shall I keep it? Click below to complete your order.”
> With the product photo and one clear button.
The timing: prefer a small series
One email works; a series of three often works better:
- After ~1 hour — a simple reminder (“you forgot something”).
- After ~1 day — clear a possible doubt (free returns, delivery time, a review).
- After ~3 days — possibly a small push, such as free shipping or a small discount.
Save the discount for the last email. If you give it away immediately, people will learn that dropping out results in a discount.
Remove doubts in advance
If someone drops out due to doubts, it helps to anticipate those doubts: clear size charts, fair delivery times, a visible returns policy and complete product information. Many of the questions that hold people back can be answered before they're asked — see answer customer questions faster.
And the people without an email address?
Not everyone who dropped out left an address. For that group there is “retargeting”: advertisements that show your product again to people who visited your site, while they are later on social media or another site. It is an advanced step and costs advertising budget — start first with the reminder email, which is free and more effective per euro.
An email list makes this possible
You can only remember who you can reach. That's why collecting email addresses — with a welcome discount or an opt-in at checkout — is so valuable. You can read how to build this in building an email list.
Common mistakes
- Only show shipping costs on the last screen.
- Require an account for checkout.
- Do not send a reminder while you have the email address.
- Write the reminder as a hard sales email instead of a friendly note.
- Immediately give away a discount in the first email.
Frequently asked questions
Is it normal that many people leave their basket behind?
Yes, the vast majority don't pay immediately — that's just how online shopping works. A large part of it can be recovered with a smooth checkout and a reminder.
What is an abandoned cart email?
An automatic, friendly reminder of someone who left products in their cart without paying. It is one of the best converting emails, because the interest was already there.
Why do people drop out at checkout?
Usually due to unexpected (shipping) costs, a mandatory account, doubts, or simply distraction. You can largely eliminate the first three; you catch the last one with a memory.
Should I give a discount in the reminder?
Not right away. Often a friendly reminder with the product photo is enough. Save a small push as free shipping for those who do not respond after the first emails.
How many reminders should I send?
One already works; a short series of two to three (after an hour, a day and a few days) often works better. Keep it friendly and stop as soon as someone buys.
Do I need expensive software for that?
No. Many webshop platforms and email tools send the reminder automatically; You set it once and it runs automatically.
Get started
First make your checkout smooth: show costs early, pay as a guest, only ask for the necessary. Then set up an automatic abandoned cart email (or a series of three), and make sure you collect email addresses so you can remind people. This way you get sales that you would otherwise have missed — without additional advertising costs.
