Abandoned carts: why do customers leave without paying, and how do you win them back on WhatsApp?

What is an abandoned cart?

An abandoned cart is any cart where a customer added products, started shopping or reached checkout, then left without completing the order. The store knows what was in the cart, and in most cases it knows the customer's mobile number if they logged in or started checkout.

We calculate the cart abandonment rate with this simple formula:

Cart abandonment rate = (abandoned carts ÷ carts opened) × 100

Example: if 1,000 carts were opened this month and 300 orders were completed, you have 700 abandoned carts, so your rate is 70%.

What's a normal cart abandonment rate?

So it's normal for most carts not to convert. The real question isn't "why do I have abandoned carts?" but "how many can I win back?" Try the calculator below to see the number for your store:

Why do customers abandon their carts?

The Baymard Institute asked shoppers who abandoned their carts why they did it (excluding those who were "just browsing"). Here are the top reasons, along with what you can do about them:

Fix your checkout page before chasing customers

• The final cost (including shipping and tax) is clear before checkout.
• Buying without creating an account, or logging in with a mobile number.
• Local payment methods: mada, Apple Pay, and installments.
• Delivery time listed by city.
• A short return policy placed near the pay button.
• Checkout tested on mobile, since most orders come from there.

How to recover abandoned carts on WhatsApp, step by step

Email used to be the usual way to remind customers, but in Saudi Arabia and the Gulf, customers live on WhatsApp. The message reaches them in the same app they use to talk to family, and they can reply, ask questions and pay without going back to the store.

1. 1
   Connect your store

   Connect your Salla, Zid or Shopify store so abandoned carts come in automatically with the products and the customer's number.

2. 2
   Make sure you have customer opt-in

   WhatsApp marketing messages require clear customer consent, like an "I want order updates on WhatsApp" checkbox at checkout.

3. 3
   Prepare the message template

   Any message you initiate must use a Meta-approved template. Keep it short, with the customer's name, the product, and a button that takes them back to the cart.

4. 4
   Set the timing

   Send the first reminder shortly after the cart is abandoned, while the customer still remembers the product.

5. 5
   Have someone reply

   Most replies are questions: "Will the size fit?" "When will it arrive?" Here the AI agent answers instantly or hands the chat to a team member.

6. 6
   Let them pay inside the chat

   Send a payment link for that exact order, so they don't have to go back and start over.

A suggested 3-message sequence

Big carts deserve a call

Some carts are high-value: electronics, furniture, watches. These deserve a quick call asking if the customer has any questions. Automated calling handles this without tying up your team: the voice agent calls, answers, and sends the payment link on WhatsApp after the call. Learn more about the voice agent.

How do you measure results?

• Recovery rate: recovered orders ÷ abandoned carts that received a reminder.
• Recovered revenue: the total value of orders recovered by reminders.
• Performance per message: which message in the sequence brought in the most orders?
• Opt-out rate: if it goes up, send fewer messages or change their tone.

Compare the numbers monthly, and test one change at a time: timing, message copy, or incentive.

Common mistakes

• Messaging a customer who hasn't opted in.
• A long, ad-like message instead of a personal reminder.
• No one replies when the customer asks a question.
• A link that goes to the homepage instead of the cart itself.
• Five messages back to back, so the customer feels chased.