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Abandoned Basket

Any potential customers who have completed the checkout form but not made payment are considered to have ‘abandoned’ their basket. For each abandoned basket the abandoned basket app generates a unique link that you can use to encourage customers to recover their basket and complete payment. The app can automatically send out these emails depending upon your settings.

To install the abandoned basket app select APPs > Available APPs from the menu. Find and select the 'Abandoned Basket' app and select INSTALL THIS APP.

When a customer abandons their basket the order is saved on your account as an unpaid order. To manage these orders, retrieve abandoned basket links and configure the abandoned basket app’s settings select Orders > Unpaid Orders from the menu.

• Obtaining the unique link
• Changing settings for automatic emails
• Configuring the content of the automatic emails
• Abandoned baskets and voucher codes

Obtaining the unique link

On the ‘Your Unpaid Orders’ page you will see each unpaid order and whether or not the order is eligible for a unique link and to receive an automated email. Orders won’t be eligible if:

  • The customer has subsequently made a purchase
  • The customer has created another abandoned basket
  • The product(s) associated with the order are no longer available
  • The basket had a reward points discount applied before it was abandoned.

To obtain the unique link for a customer’s abandoned basket select the link icon under ‘Abandoned Email’ for each eligible order:

Clicking this icon will open a new screen where you can copy the URL to send to the customer:

Changing settings for automatic emails

Alternatively, you can choose to have automatic abandoned basket emails sent to your customers. To do this select Abandoned Basket Settings in the top right corner of the ‘Your Unpaid Orders’ page:

The following screen will then appear:

Here you can choose your settings. You can choose to send the initial email either 1, 2 or 3 hours later. You can also choose whether or not to send a follow up email either 6, 24 or 48 hours after the first email.

Finally, choose if you want customers who have responded ‘no’ to the marketing consent question to receive these emails.


With GDPR legislation in place you may wish to consult with a legal professional to ensure you are operating within the law when sending these emails. Additionally, click here to read ShopWired’s GDPR guidance for abandoned baskets.

Configuring the content of the automatic emails

Upon installing the app the contents of the automatic emails will be preloaded. You can change the contents of the emails at any time by selecting Settings > Website Emails > Website Emails from the menu. Under ‘Website Emails Content’ you will see a list of all of the emails that your account can automatically send to customers. Find the emails named ‘Abandoned Basket (Follow Up)’ and ‘Abandoned Basket (Initial)’:

Click on the one you want to adjust the content for, and you will be able to change the email subject and the email content in either HTML or plain text form:

If you are drastically changing the content of the emails, you will want to include the code {{ order.abandoned_basket_url }} somewhere in the email to ensure the URL that users can use to recover their basket is still there.

Select save changes when you have finished changing the content.

Click here for more help with configuring your website’s automatic emails.

Helpful tip!

Including a voucher code (such as 5% off) in the abandoned basket email can help you increase your conversion rates from these emails.

Abandoned baskets and voucher codes

When a customer applies a voucher code (or has a voucher code automatically applied) to their order and then abandons their basket, the prices of the products in the abandoned basket email might be different to the prices that your products are on your website. This happens because the discount they received when entering the voucher code had already been applied to those products when they abandoned the basket. So when the abandoned basket email is sent out the products reflect their price with the discount still applied.

Typically, because a voucher code has already been applied to the basket, your customers will not be able to apply another one upon recovering their basket. The exception to this is voucher codes which are for a shipping discount. If you set up a voucher code as a shipping discount, the customer will be able to re-enter that voucher code when they recover their basket and it will be applied to their shipping costs.

Automatic discounts

Voucher codes which are set up as automatic discounts cannot be reapplied to an abandoned basket when it is recovered. This is true for all types of voucher code discounts, including shipping discounts.