---
title: Abandoned Cart
date: 2026-03-02T12:00:00+01:00
author: Patricia Antuña
canonical_url: "https://www.takefortytwo.com/en/glossary/abandoned-cart/"
section: Glossary
---
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#  Abandoned Cart 

Everytime a customer adds products to their online shopping cart but leaves without completing the purchase, an abandoned cart is born. This can happen for many reasons: unexpected distractions, high shipping costs, a complicated or frustrating checkout process, or customers hesitant to provide personal information such as personal address or credit card details.

It doesn’t even necessarily mean something went wrong. For example, B2B companies often have complex buying processes that involve multiple decision-makers. Sometimes, a potential buyer adds products to their cart but doesn’t complete the purchase. To address this, companies can implement remarketing strategies by sending targeted emails or personalized follow-ups to remind customers about their abandoned carts.

Apart from offering incentives for customers to complete their purchase, businesses should also streamline their checkout process to reduce abandonment rates in the first place. This could involve making sure all prices are clearly displayed and ensuring customers aren’t asked for unnecessary information at checkout. Another way to reduce customer friction and thus, abandonment rates, is automating payment processes.