Recover lost sales with an abandoned cart flow

Recover lost sales with an abandoned cart flow

Table of Contents

  1. Introduction
  2. Setting Up Integration with Klaviyo
  3. Creating the Abandoned Cart Flow
  4. Understanding Klaviyo's Metrics
  5. Building the First Email
  6. Editing and Duplicating Emails
  7. Adding Delays and Conditional Splits
  8. Customizing the Split Options
  9. Turning Off Existing Abandoned Cart Emails in Your E-commerce Platform
  10. Activating the Abandoned Cart Flow
  11. Conclusion


In this article, we will discuss how e-commerce brands can recover lost sales using an abandoned cart flow. An abandoned cart flow is a series of emails that are triggered when a customer does not complete their purchase via the checkout process. We will explore how to set up an abandoned cart recovery flow for Shopify or BigCommerce stores using Klaviyo, a popular email marketing platform. The goal of this flow is to encourage customers to return and complete the purchase. By pre-populating the email with the contents of their abandoned cart, it becomes easier for customers to click and complete the purchase. Let's dive into the step-by-step process of setting up an abandoned cart flow using Klaviyo.

1. Setting Up Integration with Klaviyo

Before setting up the abandoned cart flow, it is important to connect your Klaviyo account to your e-commerce platform. To do this, go to the integrations section in Klaviyo and connect your store. This integration adds various features to your Klaviyo account, including pre-populating your flow library.

2. Creating the Abandoned Cart Flow

In Klaviyo, go to the flows section and click on "Create a Flow." For abandoned cart flows, it is recommended to start with Klaviyo's default abandoned cart flow. This creates a placeholder flow that can be customized based on your specific requirements. The abandoned cart flow is triggered when a customer starts the checkout process but does not place an order. Klaviyo tracks these events using metrics, such as the "started checkout" and "place order" metrics. The abandoned cart flow ensures that customers stop receiving emails as soon as they complete the checkout process.

3. Understanding Klaviyo's Metrics

Metrics are an essential part of Klaviyo's flows and segments. In the case of abandoned cart flows, Klaviyo uses metrics to track events happening on your site, like starting a checkout or placing an order. Understanding these metrics is crucial for setting up effective abandoned cart flows.

4. Building the First Email

Once the abandoned cart flow is created, it's time to build the first email. Klaviyo provides an email builder that allows you to design the email according to your brand's style. The email contains code, also known as merge text, which will be replaced with the contents of the customer's abandoned cart. By previewing the email within Klaviyo, you can see the products the customer has abandoned. It is essential to ensure that the email's styling matches your brand's identity.

5. Editing and Duplicating Emails

Instead of editing each email individually, you can save time by duplicating the first email and making necessary modifications. This ensures consistency in design and allows you to focus on customizing the message for each email. Remember to delete the old placeholder content and rename the duplicated email accordingly.

6. Adding Delays and Conditional Splits

To optimize the timing of your abandoned cart emails, it is recommended to add delays between each email. This helps to avoid overwhelming the customer with too many emails in a short period. Additionally, Klaviyo allows you to incorporate conditional splits into your abandoned cart flow. For example, you can split between first-time and returning customers to offer different incentives or discounts. This prevents returning customers from taking advantage of discounts meant for first-time abandoners.

7. Customizing the Split Options

Conditional splits can be further customized to align with specific strategies. You can split the flow based on various factors, such as the customer's location or the products in their cart. By creating different paths within the flow, you can showcase specific shipping policies or tailor the content based on the assumed gender of the customer. The flexibility of split options allows for targeted and personalized emails.

8. Turning Off Existing Abandoned Cart Emails in Your E-commerce Platform

Before activating the abandoned cart flow in Klaviyo, it is essential to turn off any existing abandoned cart emails in your e-commerce platform. This ensures that customers do not receive duplicate emails from both platforms. In Shopify, navigate to the abandoned cart settings in the notification settings section and disable those emails.

9. Activating the Abandoned Cart Flow

With everything set up and existing abandoned cart emails turned off, it's time to activate the abandoned cart flow in Klaviyo. By changing the flow status from draft to live, Klaviyo will start sending emails once customers abandon their carts. It is advisable to test the flow by abandoning a cart on your store to ensure that the emails are working properly.


Creating an abandoned cart flow using Klaviyo is an effective way to recover lost sales for e-commerce brands. By sending timely and personalized emails to customers who have abandoned their carts, you can encourage them to return and complete their purchase. Remember to integrate Klaviyo with your e-commerce platform, customize the emails, add delays, and utilize conditional splits to optimize the flow's effectiveness. With the right strategy and implementation, you can recover valuable sales that may have otherwise been lost.


  • Recover lost sales with a personalized abandoned cart flow
  • Set up the flow using Klaviyo for Shopify or BigCommerce
  • Pre-populate emails with the contents of abandoned carts
  • Customize emails to match your brand's identity
  • Add delays and utilize conditional splits for targeted messaging
  • Turn off existing abandoned cart emails in your e-commerce platform
  • Activate the abandoned cart flow and test its effectiveness


Q: Can I use Klaviyo's abandoned cart flow for platforms other than Shopify and BigCommerce? A: Yes, Klaviyo's abandoned cart flow can be set up for other e-commerce platforms as well. The integration process may vary, so it's recommended to refer to Klaviyo's documentation or seek support from their team.

Q: How often should I send abandoned cart emails? A: It's important to find the right balance between reminding customers about their abandoned carts and not overwhelming them with excessive emails. Adding delays of a few days between each email is generally effective. Monitor customer response rates and adjust the timing if necessary.

Q: Can I offer different incentives to first-time and returning abandoners? A: Yes, Klaviyo allows you to use conditional splits to differentiate between first-time and returning customers. By offering unique incentives tailored to each group, you can optimize the effectiveness of your abandoned cart flow.

Q: Should I turn off existing abandoned cart emails in my e-commerce platform? A: It is recommended to turn off any existing abandoned cart emails in your e-commerce platform to prevent the customers from receiving duplicate emails. This ensures a smoother and more coherent customer experience.

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