Abandoned cart
An abandoned cart is a shopping cart a customer filled but never converted into a completed order.
Cart abandonment happens when a shopper adds items but leaves before paying. It represents demand you've already earned but not captured — which is why recovering even a fraction of abandoned carts (through reminder emails or retargeting) is one of the cheapest revenue wins in e-commerce. Analysing which carts abandon, and their value, tells you how big the opportunity is.
How it's measured
Abandonment rate = 1 − (completed orders ÷ carts created). Track the total value sitting in abandoned carts to size the recovery opportunity.