The cart abandonment rate is a constant challenge for e-commerce. Fortunately, there are tools like WhatsApp that enable businesses to recover lost sales. In this article, we share key strategies for you to recover your carts through WhatsApp and improve your conversions.

The numbers speak for themselves when it comes to the cart abandonment rate in e-commerce. Globally, statistics show that 67.91% of people abandon an online purchase after filling their cart on the online store, while on mobile, the percentage is even more alarming, reaching 85% (Chat Center Webinar, 2024).

These figures only reinforce the need to implement an appropriate strategy to recover them. Before fully diving into this topic, it is essential to understand why this phenomenon occurs.

Cart abandonment can happen for the following reasons:

1. Additional costs: 48% of people claim they encounter unexpected expenses at the end of the purchase process, such as shipping fees or taxes.
2. Mandatory registration: 35% say that the obligation to create an account discourages them from continuing with the purchase, especially if it requires verification.
3. Complicated payment process: 27% report that unfriendly or insecure payment methods are a reason for abandonment, so it’s important to define who the right partner is for this stage.
4. Concerns about site security: 25% of people note the lack of security certificates and HTTPS on the site.

Despite these objections, there are good reasons to address cart abandonment, and what better way to do so than with WhatsApp.

Why use WhatsApp to recover carts?

While there are other channels similar to WhatsApp, like Telegram or even Facebook Messenger, the messaging service that is part of Meta is a powerful tool for e-commerce due to its high open rate, which ensures that messages are read almost immediately.

Moreover, users are already familiar and comfortable with the platform, which facilitates real-time interaction and problem resolution. Let’s look at some interesting data shared during the Webinar on Cart Recovery through WhatsApp:

• WhatsApp’s open rate is 98%.
• 85% of consumers worldwide want to communicate directly with brands.
• 69% of consumers want real-time assistance.
• 82% of mobile phones in Latam have WhatsApp installed.
• 71% of consumers expect a personalized shopping experience.

In the webinar, a specific case was mentioned about a retail company with a presence in Latin America, particularly in Mexico. This company faces an average of 14,000 abandoned carts per month, accumulating an annual total of 170,000 abandonments.

By using WhatsApp to recover abandoned carts, they managed to recover 24% of these, which translates into 40,000 additional sales per year. With an average ticket of $100, this strategy allows them to generate an annual revenue of 4 million dollars, which would otherwise be lost.

Additionally, in the article we shared during Hot Sale 2024: Five Reasons to Recover Abandoned Carts Using WhatsApp, we previewed why this strategy works. Let’s recap the main points:

1. Ensure you have stock: Especially during online sales events like Hot Sale, offers can sell out quickly due to high demand. It’s crucial to act quickly to recover abandoned carts and convert those lost opportunities into real sales before the offers run out.
2. Unbeatable open rate: As mentioned earlier, messages sent through WhatsApp have a 98% open rate. Take advantage of this high visibility to remind customers of pending purchases in their cart.
3. Message immediacy: The time between a customer abandoning their cart and receiving a WhatsApp message is very short. This increases the chances of them completing the transaction.
4. Offers seamless integration: WhatsApp integrates easily with e-commerce platforms like VTEX and Magento and does not require advanced technical skills. This makes the incorporation of cart recovery functionality quick and accessible for online retailers.
5. Provides 24/7 personalized support: With artificial intelligence and agents available 24 hours a day, 7 days a week, you can provide personalized support and resolve your customers’ concerns at any time, improving their shopping experience.

Strategies to recover carts through WhatsApp

It’s clear that cart recovery is vital for a business’s profitability, so now let’s dive into the strategic points you need to consider:

• Offer extra incentives: Providing additional discounts or coupons for future purchases can be a powerful incentive for users to complete their purchase. This is a very effective strategy, especially during promotional periods like Black Friday, Cyber Monday, or Hot Sale.
• Link to the same abandoned cart: This means ensuring that the platform you work with, or the technology you use for cart recovery, allows you to place the same link from the moment the customer abandoned the purchase process. This way, when the customer receives a message alerting them that they left an abandoned cart, they have the option to continue with the purchase at the same checkout step they left off, with the same products they had added to their cart.
• Have a certified WhatsApp line: Ensure your WhatsApp line is certified to build user trust.
• Quickly identify the brand: Use attractive images linked to the brand so that it is easily recognized by the customer.
• Personalize the message: Use the customer’s name and specific details about the products in the cart to make the message more personal and effective.
• Have the customer’s opt-in: While it’s not a requirement to use WhatsApp as a cart recovery method, it’s ideal for maintaining a healthy relationship with the consumer. 

There are many ways to obtain opt-in, for example, by sending the tracking number or an invoice.

Results in a revenue share model

We mentioned some results that show how valuable it is to use WhatsApp for abandoned cart recovery:

• Rouge case: The luxury cosmetics and perfumery chain achieved an 18% cart recovery rate.
• Mango case: The leading fashion and accessories brand recovered 24% of carts.
• Tefal case: The leading kitchen accessories brand reached a 17% cart recovery rate.
• Under Armour success story: During a week of promotions, the leading sportswear brand achieved a 63% recovery rate by using additional discounts on WhatsApp. 
• This strategy not only increased sales but also improved customer satisfaction.

How to implement a cart recovery strategy?

To implement an effective cart recovery strategy through WhatsApp, you must follow these steps:

Connect the WhatsApp API:
You need to work with the WhatsApp Business API solution to send bulk and automated messages. In this case, you need to create a WhatsApp Business Account within Meta and connect the platform to the console you will use to send automated messages.

Connect the e-commerce platform:
This means ensuring that the platform or technology you use for WhatsApp sending can connect to the e-commerce platform and thus bring in information about those customers who abandon the cart.

Synchronize the catalog:
Synchronize your product catalog with WhatsApp so that users can receive detailed and updated information, as well as resolve issues during the purchase process.

Template configuration:
Create message templates that include incentives, direct links to the cart, and personalization. Make sure these templates are approved by Meta to avoid sending issues.

Automation and monitoring:
Set up an Always On campaign so that recovery messages are sent automatically. Constantly monitor conversion rates and perform A/B testing to optimize messages and strategies.

Offer a special incentive:
One of the most effective tactics to recover abandoned carts is to offer an irresistible incentive, such as an exclusive discount, free shipping, or an additional gift if the customer completes their purchase within a limited time. These types of promotions not only motivate the customer to complete their purchase but can also significantly increase the conversion rate. Include this incentive in the recovery messages to capture the customer’s attention and bring them back to the cart.

The best part of this is that implementing WhatsApp for abandoned cart recovery is a necessary, quick, and practical action for businesses, as you can put it into action in about seven days, depending on your knowledge of the API.

At Chat Center, we are achieving great results for our partners, who can scale their businesses by leaving cart abandonment losses behind. If you want to learn more about how to implement these strategies in your business, we invite you to schedule a meeting with our team of consultants.