Abandoned Carts: How to Win Back Buyers Who Didn't Pay
Many people who start checkout never finish. Cart reminders by SMS, email and WhatsApp bring a share of them back. How to set them up and what to say.
Somebody found your product, liked it, added it to their cart and started to pay. Then their network dropped, a call came in, or they decided to wait until payday. They didn't come back.
That's an abandoned cart. Every online shop has them. Most don't do anything about them, which is a shame, because they're some of the cheapest sales you'll ever make.
Why people abandon checkout
- Surprise costs. Delivery fees or extra charges appear at the last step.
- Payment problems. Their preferred method isn't offered, or the MoMo prompt didn't arrive.
- A long checkout. Too many fields and steps.
- Distraction. Life happens.
- Not sure yet. They want to compare or wait for payday.
- Trust. Something felt off.
Fix the first three on your checkout. Win back the rest with reminders.
The reminder sequence
A simple sequence works well:
| When | Channel | Message |
|---|---|---|
| About 1 hour after | SMS or WhatsApp | A friendly reminder with a link back to their cart |
| About 24 hours after | Email or SMS | Answer a likely doubt: delivery, returns, quality, reviews |
| About 48 to 72 hours after | SMS | A gentle nudge: low stock or a small reason to finish today |
Keep it short and helpful. You're reminding, not nagging.
Example messages
First reminder:
Hi Kwame, you left the Air Max 90 (size 43) in your cart. It's still available. Finish your order here: [link]. Pay with MoMo or on delivery.
Second reminder:
Hi Kwame, a quick note: every pair comes with a check for authenticity and same-day delivery in Accra. 200+ customers have reviewed us. Your cart is saved: [link].
Third reminder:
Hi Kwame, only 2 pairs left in size 43. We'll hold your cart until tonight: [link].
Only mention low stock if it's true.
Should you offer a discount?
Sometimes, but not by default. If every abandoned cart gets a discount, some customers learn to abandon on purpose. Try reassurance and reminders first; test a small incentive, like free delivery, on the final message.
Fix the checkout too
Reminders work best alongside a checkout that loses fewer people:
- Show delivery fees on the product page, not at the end.
- Offer MoMo on all networks, card and pay on delivery.
- Ask only for essential details.
- Let buyers retry if the MoMo prompt fails.
- Make it fast on mobile data.
See payment methods for e-commerce in Ghana.
What you need to set it up
You need to capture the buyer's phone number or email early in checkout, and a system that sends reminders automatically. Shopify and other platforms offer cart recovery features or apps; PayLead includes cart reminders by email and SMS as standard.
Also run retargeting adverts to people who started checkout. See retargeting ads.
Measure it
Track how many carts are abandoned, how many reminders go out, and how many carts are recovered. Even a modest recovery rate adds up to real money over a year, from people who were already nearly customers.
Common questions
Is it legal to message people who abandoned a cart?
Messaging people about an order they started is generally accepted, but be clear in your privacy policy, keep messages relevant, let people opt out, and follow Ghana's Data Protection Act.
How many reminders is too many?
Two or three, spread over a few days, is usually enough. More than that annoys people.
If you'd like checkout and cart recovery set up for you, see our sales funnels and checkout on PayLead.