For an e-commerce business, shopping cart abandonment is the most common and most inevitable scenario. A Baymard Institute study states that 68.63% of carts are abandoned every year. That means that only about 1 in every 4 customers actually finishes their purchase.

Despite this loss of sales, most e-commerce marketers are targeting these lost customers with nothing more than retargeting ads. There is a lack of proper marketing strategy to target these potential customers early in the …

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