Abandoned cart refers to situation where customer adds products to shopping cart but ultimately does not complete order. This is common phenomenon in e-commerce that can significantly affect overall revenue of online store. There can be multiple reasons for abandoned cart: high shipping costs, complicated checkout process, mandatory registration, slow page loading, or lack of trust in payment security.

Online store owners therefore pay great attention to optimization of shopping process. Most common solutions include simplifying checkout process, transparently displaying shipping costs, offering multiple payment methods, or sending automatic reminders to customers via email. Correctly set strategies to reduce number of abandoned carts can significantly increase conversions and overall revenue of online store.