The numbers speak for themselves when we refer to the percentage of cart abandonment in ecommerce, and is that globally the statistics show that 67.91% of people give up an online purchase after filling the cart inside the online store, while in mobile the percentage is even more overwhelming, since it reaches 85% (Chat Center Webinar, 2024).
These data only reaffirm the need to implement an adequate strategy to recover them. Before fully addressing this issue, it is necessary to understand why this phenomenon occurs.
Cart abandonment can occur for the following reasons:
- Additional costs: 48% of people report that they encounter unexpected expenses at the end of the purchase process, such as paying for shipping or taxes.
- Mandatory registration: 35% say that the obligation to create an account discourages them from continuing with the purchase. Even more so if it requires verification.
- Complicated payment process: 27% say that unfriendly or unsecure payment methods are a condition for abandonment, so it is important to define who is the right partner for this instance.
- Doubts about site security: 25% of people look at the site’s lack of security certificates and HTTPS.
Despite these objections, there are good reasons to deal with abandonment, and what better way to do it than with WhatsApp.
Why use WhatsApp to recover carts?
While there are other channels similar to WhatsApp, such as 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, ensuring that messages will be read almost immediately.
In addition, users are already familiar and comfortable with the platform, which facilitates real-time interaction and problem resolution.
Let’s take a look at some interesting facts we shared during the
- The WhatsApp open rate is 98%.
- 85% of consumers worldwide want to communicate directly with brands.
- 69% of consumers want real-time assistance.
- 82% of cell phones in Latam have WhatsApp installed.
- 71% of consumers expect a personalized shopping experience.
In the webinar, the specific case of a retail company with presence in Latin America, particularly in Mexico, was mentioned. This company faces an average of 14,000 abandoned carts per month, accumulating an annual total of 170,000 abandonments.
A través del uso de WhatsApp para recuperar carritos abandonados, lograron recuperar el 24% de estos, lo que equivale a 40.000 ventas adicionales al año. Con un ticket promedio de $100, esta estrategia les permite generar una facturación anual de 4 millones de dólares, que de otra manera se perderían”‹.
Additionally, in the article we shared with you during the Hot Sale 2024: Five reasons to recover abandoned carts using WhatsApp, we anticipated the reasons for this strategy. Let’s remember the main points:
- Garantiza que tendrás stock: Sobre todo, durante eventos de ventas en línea como el Hot Sale, las ofertas pueden agotarse rápidamente debido a la alta demanda. Es preciso actuar rápidamente para recuperar carritos abandonados para convertir esas oportunidades perdidas en ventas reales antes de que las ofertas se agoten”‹.
- It has an unbeatable open rate: As we said earlier, messages sent via WhatsApp have an open rate of 98%. Take advantage of this high visibility to remind customers about pending purchases in their cart.
- The instantaneousness of messages: The time between a customer leaving their cart and receiving a WhatsApp message is very short. This increases the likelihood of completing the transaction.
- It offers seamless integration: WhatsApp integration with e-commerce platforms such as VTEX and Magento is straightforward and does not require advanced technical skills. This makes incorporating cart recovery functionality quick and accessible for online merchants.
- Provide 24/7 personalized attention: With artificial intelligence and agents available 24 hours a day, 7 days a week, you can provide personalized attention and resolve your customers’ concerns at any time, improving their shopping experience.
Strategies for recovering carts via WhatsApp
It is clear that cart recovery is vital to the profitability of a business and that is why we are now going to delve into the strategic points you need to consider:
- Send extra incentives: Offering additional discounts or coupons for future purchases can be a powerful incentive for users to complete their purchase. This is a very powerful strategy, especially in times of promotions such as Black Friday, Cyber Monday or Hot Sale.
- Link to the same abandoned cart: That is, ensure 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.
In this way, when the customer receives a message warning that he/she left an abandoned cart, he/she has the option to continue with the purchase in the same step of the checkout that he/she left unfinished and with the same products that he/she had loaded in his/her cart.
- Have a certified WhatsApp line: Make sure your WhatsApp line is certified to build user confidence.
- Generate a quick identification of the brand: Use attractive images linked to the brand so that it is easily identified by the customer.
- Personalize the message: Using the customer’s name and specific details of the products in the cart makes the message more personal and effective.
- Have the opt-in from the customer: While it is not a requirement to use WhatsApp as an abandoned cart recovery method, it is ideal for maintaining a healthy bond with the consumer.
There are many ways to obtain the
opt-in, for example, by sending the tracking number or an invoice.
Results in a revenue share model revenue share
We mention some results that show how valuable is the use of WhatsApp for abandoned cart recovery:
- Rouge case: The chain of luxury cosmetics and perfumery stores achieved a cart recovery of 18%.
- Mango case: The leading brand in fashion apparel and accessories recovered 24% of the shopping carts.
- Tefal case: The leading brand in kitchen accessories achieved a 17% recovery rate for trolleys.
- Success story Under Armour: During a week of promotions, the leading sports apparel brandachieved a 63% recovery rate using additional discounts on WhatsApp. This strategy not only increased sales, but also improved customer satisfaction.
How to implement an abandoned cart recovery strategy?
To implement an effective cart recovery strategy via WhatsApp, you need to follow these steps:
- Connect the WhatsApp API:
You must work with the WhatsApp Business API solution to send mass and automated messages. In such a case, you have to generate a WhatsApp Business Account within Meta and connect the platform to the console you are going to use to do the automated sending. - Connect e-commerce:
This is to make sure that the platform or technology with which they send WhatsApp can connect with e-commerce and bring the information of those customers who abandon the cart. - Catalog synchronization:
Synchronize your product catalog with WhatsApp so that users can receive detailed and updated information, as well as solve problems within the purchase process. - Template setup:
Create message templates that include incentives, direct links to cart and personalization. Make sure these templates are approved by Meta to avoid delivery problems.
- 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 for recovering 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 increase the conversion rate significantly. Include this incentive in recovery messages to capture the customer’s attention and drive them back to the cart.
The best part of this is that implementing WhatsApp for abandoned cart recovery is a necessary action for businesses, fast and practical, as you can put it into action in about seven days, depending on your knowledge of the API.
At Chat Center we are achieving very good results for our partners, who are able to scale their businesses thanks to 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.
