A user’s cart is considered “abandoned” when they’ve added items to their cart as if they intend to purchase but, for some reason, decide to leave your site with those items remaining in their cart. It’s important for merchants to be able to measure abandonment so they can a) continue to market to those users in order to drive the sale and b) determine if there’s something happening in the purchase process that’s causing people to abandon (e.g. high shipping costs, pricing that’s not transparent, etc.)
