Introduction

Cart abandonment is one of the most studied metrics in the digital economy, representing an estimated global revenue loss of over $18 billion annually. Scientific literature distinguishes between “tactical” abandonment (users using the cart as a wish list) and abandonment due to friction (hidden costs, complexity). An effective Email Marketing strategy for cart recovery must not be limited to re-proposing the product but must address latent psychological motivations, such as “pre-decisional conflict” and risk perception.

Hedonic vs. Functional Motivations

A seminal study by Kukar-Kinney & Close (2010) published in the Journal of Business Research introduced the distinction between “hedonic” shoppers (who derive pleasure from the act of filling the cart without immediate intent to purchase) and “functional” shoppers. For hedonic shoppers, the cart serves as an entertainment tool; for these users, an aggressive recovery email based on discounts can be ineffective or detrimental to margins. Conversely, using AI to identify users exhibiting “e-procrastination” (digital procrastination) allows for sending behavioral nudges that are more effective than monetary discounts.

The Role of AI in Recovery Timing

Timeliness is a critical factor. Research indicates that recovery effectiveness decays exponentially after the first few hours following abandonment. However, indiscriminate sending can be perceived as intrusive. The application of Deep Learning algorithms to navigation data allows for calculating the optimal moment to send the recovery email, distinguishing between a user who is comparing prices (Comparison Shopping) and one who abandoned due to distraction, thus maximizing conversion probability without eroding the brand’s perceived value.

References

• [1] Kukar-Kinney, M., & Close, A. G. (2010). Beyond buying: Motivations behind consumers’ online shopping cart use. Journal of Business Research, 63(9-10), 986-992.
• [2] Wildeboer, D. (2024). The Consumers Behind Online Shopping Cart Abandonment. Netspar.
• [3] Çelik, S. (2021). Investigation of Online Shopping Cart Abandonment on the Perspective of E-Procrastination Behavior. Open Journal Systems.