--- title: "Notes on US E-commerce Practices - Boosting Abandoned Cart Sales Conversion with Omnisend" description: "An introduction to the problem of shopping cart abandonment in US e-commerce, explaining how to use the Omnisend marketing automation tool to send abandoned cart emails, increase sales conversion rates, and sharing practical issues encountered during the integration process." canonical_url: "https://blog.markkulab.net/en/post/usa-ecommerce-cart-abandonment" author: "Mark Ku" author_url: "https://blog.markkulab.net/en/author/mark-ku" site: "Mark Ku's Tech Notes" date_published: "2023-03-23 01:01:02 +0800" category: "E-Commerce" tags: ["usa", "ecommerce", "cart abandonment", "omnisend", "email marketing", "conversion"] language: "en" license: "CC BY 4.0" license_url: "https://creativecommons.org/licenses/by/4.0/" attribution: "when reusing or quoting, credit the author and link back to the original" --- # Notes on US E-commerce Practices - Boosting Abandoned Cart Sales Conversion with Omnisend ## What is Cart Abandonment? This is when a consumer adds items to their shopping cart but doesn't complete the checkout process. ## Cart Abandonment Rate Formula Cart Abandonment Rate = 1 - (Number of Completed Checkouts / Total Number of Carts Created) ## 15 Important Cart Abandonment Statistics for 2022 [Reference Link](https://www.cloudways.com/blog/shopping-cart-abandonment-statistics/) ## Implementing an Automated Marketing Tool - What is Omnisend? Omnisend is an email and SMS marketing tool. It works by sending data from the shopping process on an e-commerce site to Omnisend's servers. Marketers can use Omnisend's user-friendly backend tools to dynamically configure and implement marketing strategies, achieving marketing automation. It also allows for creating online catalogs and newsletters to attract potential customers, segment customer lists, track customer behavior journeys, and formulate effective future marketing strategies with the help of rich backend data reports. [Official Website](https://www.omnisend.com/) ## How It Works Based on events defined in Omnisend, we send the consumer's shopping parameters to the Omnisend API. Omnisend then sends cart abandonment emails according to the established Automation. ### How Omnisend's Abandoned Cart Works ![Omnisend abandoned cart email and SMS recovery flowchart](https://blog.markkulab.net/content/markku/posts/usa-ecommerce-cart-abandonment/images/NNTe9K0.png) ### Sending Data to the Omnisend API Based on the Shopping Flow ![User shopping flow and API endpoints for cart, payment, and fulfillment](https://blog.markkulab.net/content/markku/posts/usa-ecommerce-cart-abandonment/images/55A9e3Y.png) ## Breakdown of Work Steps * Embed the Omnisend code snippet * Create a cart Automation * Integration testing (verify that cart abandonment emails are received after posting to the API) * Integrate into the actual pages * Testing ## Problems Encountered ### Still Receiving Cart Abandonment Emails After a Successful Order Omnisend uses the `createAt` field in the create Order API to decide whether to send a cart abandonment email. The `createAt` parameter must be converted to ISO 8601 format. ``` new Date().toISOString()​ ``` ![JavaScript code showing CreatedAt field using new Date .toISOString](https://blog.markkulab.net/content/markku/posts/usa-ecommerce-cart-abandonment/images/LgP8aIl.png) ### Not Receiving Cart Abandonment Emails on the Second Order Attempt * It's possible that Omnisend's `cart id` cannot be reused. However, due to our existing architecture, the `cartId` was being duplicated. Without a major architectural change, we manually deleted the `cartId` upon order creation. * However, it could also be caused by the Frequency setting, where once triggered, it won't trigger again. ![Frequency setting with 'Do not re-trigger workflow' toggle off](https://blog.markkulab.net/content/markku/posts/usa-ecommerce-cart-abandonment/images/0kLVGLQ.png) ### Debugging [Debug Link](https://developers.omnisend.com/developer-console#!/login) ![Access logs interface displaying e-commerce cart API requests](https://blog.markkulab.net/content/markku/posts/usa-ecommerce-cart-abandonment/images/hd8SSdw.png) ## Results Because the US market is so large, what seems like a simple, traditional email marketing strategy can generate significant returns in just a few days. ![Omnisend abandoned cart email workflow showing $290,951 sales](https://blog.markkulab.net/content/markku/posts/usa-ecommerce-cart-abandonment/images/19jWhNo.png) ## References [【Omnisend】E-commerce Marketing Tool, 5 Tips to Help You Increase Sales Conversion Rate ](https://oldshen.com/omnisend/#:~:text=%E9%A6%96%E5%85%88%E4%BE%86%E5%88%B0Omnisend%20%E7%9A%84,%E4%BF%A1%E7%AE%B1%E6%94%B6%E5%8F%96%E9%A9%97%E8%AD%89%E4%BF%A1%E5%9B%89%E3%80%82) [omnisend guides](https://developers.omnisend.com/guides) [How to Generating API Key](https://oldshen.com/omnisend/) [Abandoned Cart](https://support.omnisend.com/en/articles/1061852-abandoned-cart) --- ## About this article and its author Originally published on [Mark Ku's Tech Notes](https://blog.markkulab.net/en/post/usa-ecommerce-cart-abandonment) License: [CC BY 4.0](https://creativecommons.org/licenses/by/4.0/) — when reusing or quoting, credit the author and link back to the original ### About the author **[Mark Ku](https://blog.markkulab.net/en/author/mark-ku)** — Software Solution Provider - 10+ years senior software engineer, now an AI Builder - Focused on large-platform architecture — North-American e-commerce, AI SaaS subscription billing - Combining AI Agents and automation to build evolvable product foundations ### Free tools built by the author All of these are free to use: - [Free PDF Sign Tool](https://blog.markkulab.net/en/tools/pdf-sign): Online PDF sign tool — draw, type, or upload a signature, then drag, resize, and download. 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