Listrak Releases Study of the Shopping Cart Abandonment Practices of the Internet Retailer Top 1000

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Third Longitudinal Study Reveals Inadequate Practices - 85.4% of IR1000 Lack Strategy to Recover Lost Carts

Listrak, a leading email marketing solutions firm, released the results of its third longitudinal study of shopping cart abandonment practices among top online retailers – the Internet Retailer Top 500 and Second 500. This is the third study of its kind; the first two covered the Top 500, and this study included Internet Retailers recently released Second 500. The full report is available here.

The study revealed that the vast majority of Internet Retailers - 85.4%, - are not making the effort to recapture lost sales due to abandoned shopping carts. And, for the few that do have a strategy in place to recover lost shoppers, they are not fully leveraging the capabilities of email marketing or best practices for shopping cart abandonment campaigns. Of the mere 14.6 retailers who sent cart abandonment campaigns, only 15.8% of those sent more than one message to get those shoppers back to complete the purchase.

Methodology: 97.3% of the top 1000 internet retailer sites were shopped (97.2% from the Top 500 and 97.4% from the Second 500), excluding sites where a military ID, teacher ID, or other exclusive membership was required. Items were added to the carts, the checkout process was started, and the carts were abandoned before completing the sale. The same information was provided for each cart – first and last names, email address, mailing address, and phone number.

The study includes analysis of the checkout page and where email address is requested, timing of the shopping cart abandonment campaigns, noting personalization, dynamic merchandising, offers, number of emails if a series was sent, timing in between messages and differences between the practices of the Top 500 and Second 500.

“Shopping cart abandonment is now at 75%, up from 71% in 2010 as reported by Forrester Research,” said Ross Kramer, Listrak CEO. “The single greatest thing online retailers can do to increase ecommerce sales is put an automated cart abandonment solution in place to recapture that lost revenue. We are encouraged to find that more retailers are getting on board, and even more encouraged that the Second 500 are keeping up with, and in some cases outperforming, the Top 500. Proof that shopping cart abandonment strategies aren’t just for the largest companies – every online retailer will benefit from it.”

About Listrak
Listrak provides internet retailers with full-services email marketing and stand-alone solutions to drive ecommerce revenue and increase customer lifetime value. Listrak’s ROI driven solutions incorporate order history, customer behavior and email engagement to implement intentional email marketing campaigns for clients like Waterford, Ten Thousand Villages, Swell, PC Richard, and La-Z-Boy. Learn more at


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