Cart Abandonment
TL;DR — Cart abandonment happens when a shopper adds items to an online cart but leaves without completing the purchase. It’s one of the biggest gaps between clicks and conversions in e-commerce. For affiliate publishers, cart abandonment is a reminder that driving a click to an advertiser’s page is only part of the job — the offer, landing page, and promo code all play a role in whether the shopper follows through.
What Is Cart Abandonment?
Cart abandonment is when a potential customer adds one or more products to their shopping cart but exits the site before paying. It’s one of the most common drop-off points in e-commerce, and it happens for a wide range of reasons — unexpected shipping costs, a complicated checkout process, price comparison with another site, or simply getting distracted and leaving.
Cart abandonment rates vary by industry, but across e-commerce, a significant portion of shoppers who add to cart don’t complete the purchase. This is why advertisers put so much emphasis on offer quality, checkout experience, and retargeting — all aimed at recovering those lost sales.
For affiliate publishers, cart abandonment affects conversion rates directly. A click that leads to a cart but not a purchase earns no commission. The better the match between what the publisher promotes and what the audience actually wants — and the smoother the path to checkout — the less abandonment affects earnings.
Cart Abandonment and Involve Asia
Publishers on Involve Asia can reduce the impact of cart abandonment by using deeplinks to send traffic directly to a specific product page rather than a homepage, and by pairing links with promo codes that give shoppers a concrete reason to complete the purchase rather than leave to compare prices elsewhere.
A relevant, well-timed promo code from Banners & Coupons — shared alongside a tracking link — can be enough to turn a hesitant shopper into a completed conversion.
Related Terms: Conversion Rate (CVR) · Landing Page · Promo Code · Deeplink · Conversion Flow
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