Updated: 29.10.2025
Here is a scenario that every eCommerce business hates: a potential customer loads up their shopping cart, navigates to the checkout page, and then vanishes. Although counterintuitive, a user navigating to the checkout does not always correlate to a final sale. These events are not necessarily lost sales but rather golden opportunities to win back customers, given they showed initial interest by filling their cart.
The strategy for success lies in understanding why customers do not take that final step. The 2Checkout Lead Management system, a powerful tool available to all merchants via the 2Checkout Monetization Platform, is designed specifically to help businesses answer this issue and boost sales.
Abandoned Carts and Unfinished Payments: Risks and Impact
The challenge of abandoned carts and unfinished payments represents a significant risk and impact on revenue, often resulting in “leaking” revenue and cancellations. Globally, as many as 70-80% of customers abandon their online shopping carts. This implies that, on average, a business is churning roughly eight out of every ten potential paying customers.
Reasons for Abandonment
Understanding why a potential customer abandons their cart is essential for tailoring reminder messages and building brand loyalty. In the context of lead management, abandoned cart recovery primarily serves as a gentle reminder — “Hey, you wanted to buy this, still interested?” — sometimes paired with a promotional incentive. Common reasons for abandonment in this scenario include:
- Wrong timing for purchase (e.g., waiting for salary day or other personal financial reasons).
- Distraction during the purchase process (e.g., receiving a call or message and forgetting to return).
- Product cost perceived as too high (where a timely discount can encourage completion).
- Website performance issues that disrupt the checkout experience.
- Needing more time to decide or compare options before committing to a purchase.
Unfinished Payments: A Separate Challenge
Unfinished payments occur when orders are successfully placed, but the payment process itself does not complete. Reasons for this vary, including expired cards, insufficient funds, or authorization declines.
Impact on Revenue
Addressing both types of loss—abandoned carts and unfinished payments—is necessary to stop leaving money on the table, reduce churn, and maximize successful orders.
How Fixing the Problem Helps Your Business
Successfully leveraging 2Checkout Lead Management to fix abandonment and unfinished payment issues directly translates into improved business metrics, providing value to both B2B and B2C merchants:
- Increase Revenue and Successful Orders: Utilizing optimized follow-up emails can significantly improve the shopping cart experience and increase successful orders, leading to maximizing revenue.
- Customer Retention and Loyalty: Winning back customers helps prioritize customer satisfaction. Implementing the right approach helps build brand loyalty and foster a stronger relationship with your customers.
- Reduced Churn: The system adds useful functionality to help your business reduce churn and gather more insight into customer habits.
2Checkout Lead Management: Capabilities Answering Merchant Needs
The 2Checkout Lead Management system, built by 2Checkout (now Verifone), provides B2B and B2C business owners with out-of-the-box capabilities designed to cover many options for recovering unfinished payments and cart abandons within the monetization platform.
The system’s features are designed to streamline recovery and optimization, answering the need for automated, customized engagement:
- Lead Tracking and Data Collection: Soon after activating the tool, the system automatically starts gathering leads from multiple sources, tracking leads and collecting lead information.
- Customizable and Automated Follow-ups: Merchants can set up and manage data collection and follow-up campaigns via the Merchant Control Panel (Marketing Tools -> Lead management). It sends smart follow-ups where the settings are fully customizable regarding the when, what, and where of the message. Merchants also have the option of localizing follow-ups in different languages (as supported by their account).
- Campaign Monitoring and Optimization: Merchants can monitor, measure the evolution of, and optimize their lead management campaigns.
- Data Mobility: Merchants can take advantage of data mobility to export leads and introduce the information into their own database.
A. Cart Abandons Recovery Strategy
Follow-up emails are a key feature and an effective way to convert abandoned shopping cart customers into sales. Merchants should set up email follow-up rules, including the number of emails and time intervals.
A common recommended follow-up email sequence is structured to maximize conversion:
- 1st Email: Basic Follow-Up (Sent after 1 hour): This is generated quickly because the everyday online shopper has a short attention span. The goal is to gently nudge the customer to finish their shopping.
- 2nd Email: Another Basic Follow-Up (Sent after 1 day): This email makes it easy for the customer to return to their shopping cart without repeating the entire process.
- 3rd Email: Promotional Follow-Up (Sent after 3 days): This email includes an incentive—a sweet discount—to give customers a reason to return and help build brand loyalty. Promotions are available for ConvertPlus and InLine cart-initiated orders.
B. Unfinished Payments Recovery Strategy
The system is designed to recover orders where the payment failed. These basic email follow-ups must include retry payment links to help customers retry their transaction(s) or select a different payment method. The links are based on the origin of the order (custom shopping cart, API, or ConvertPlus).
A standard email sequence for unfinished payments is:
- Email #1: Sent after 24 hours (no discount supported).
- Email #2: Sent after 72 hours (no discount supported).
- Email #3: Sent after 7 days (no discount supported).
Crucially, for unfinished payment emails, discounts are not supported; the value of the order that was initially attempted and failed remains.
By default, the 2Checkout system collects customer data during the ordering process and allows you to send a maximum of 15 email notifications covering all payment methods, according to your account’s settings. Recovery rates for unfinished payment emails have been observed to reach up to 20%.
C. Full API Integration for Advanced Merchants
For businesses seeking advanced functionality and deeper insights, the 2Checkout Lead Management tool also comes with full API integration. Using the API, merchants can:
- Run a report on unfinished payments and create a new lead based on specific scenarios.
- Send abandoned shopping cart follow-up emails.
- Request invoices.
- Manage all your leads.
BONUS RESOURCE: Learn more about the best practices to maximize your conversion rates and revenue by downloading this FREE ‘Shopping Cart Best Practices for Software and SaaS Sales‘ eBook.
Wrapping Up
Maximizing sales recovery is a multifaceted process that requires understanding why customers abandon their carts and implementing the right tools to re-engage them.
The 2Checkout lead management system is a smart and easy way to increase successful orders while maximizing revenue and keeping track of your customer’s needs. By leveraging its robust features—from tracking leads and customizing automated email campaigns to the specialized application of retry links for unfinished payments and discounts for cart abandons—your business can stop leaving money on the table, foster a stronger relationship with your customers, and boost your bottom line.
Learn more by checking out the 2Checkout Monetization Platform.
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The post Recover Lost Sales with 2Checkout Lead Management appeared first on The 2Checkout Blog | Articles on eCommerce, Payments, CRO and more.
This articles is written by : Nermeen Nabil Khear Abdelmalak
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