How to Set Up Abandoned Cart Emails in Shopify (Step by Step)

Every online store faces the issue of cart abandonment. Customers browse, add items to their basket, then leave — often without explanation. It’s frustrating, but the good news is that you can win many of them back with a simple tool: abandoned cart emails.

These automated reminders are sent to customers who leave your store without checking out. When set up properly, they can recover a significant portion of lost revenue, turning lost interest into confirmed orders.

What Are Abandoned Cart Emails and Why Are They Important?

Abandoned cart emails are triggered messages sent to customers who leave their checkout without completing a purchase. They typically include the items left behind, a reminder to return, and sometimes an incentive like free shipping or a discount.

Statistics suggest that abandoned cart emails can recover between 10–30% of otherwise lost sales,  making them one of the highest Return on Investment (ROI) tools available for e-commerce merchants. For growing businesses, these emails are an efficient way to re-engage warm leads without any additional ad spend.

Why Shopify Makes It Easy

If you’re running your store on Shopify, you’re in luck. Shopify includes a built-in system for sending abandoned checkout emails, which means you don’t need to install or configure third-party software to get started.

It’s a quick process, and the default templates are already designed to convert;although customising them will give you even better results. Plus, it integrates seamlessly with your existing product data, making personalisation effortless.

Before You Begin: What You’ll Need

Before setting up your abandoned cart emails, make sure you have:

• A Shopify store on a basic plan or higher
• Access to your admin dashboard
• A branded email address (recommended for trust and delivery)
• Optional: brand logo, product images, and incentives like discount codes

Also consider mapping out a quick plan for the messaging tone you want to use. Will your reminder be friendly? Urgent? Informative? Your brand voice should carry through into these emails.

Step-by-Step: Setting Up Abandoned Cart Emails in Shopify

1. Log in to Your Shopify Admin

Go to shopify.com and sign into your store’s dashboard.

2. Navigate to Checkout Settings

From the admin homepage, click on Settings in the lower-left corner, then select Checkout.

3. Enable Abandoned Cart Email Notifications

Scroll to the Email Marketing section and tick the box labelled Send abandoned checkout emails automatically. This activates Shopify’s automated email reminder feature.

4. Choose the Timing

You’ll be prompted to choose when Shopify sends the email. Recommended options:

• 6 hours – Ideal balance between urgency and giving the customer time to reconsider
• 10 hours – A bit more breathing space; works well for higher-ticket items

Avoid sending it too soon, as customers may still be browsing or comparing options.

5. Customise the Email (Highly Recommended)

Click Customise email next to the setting. This opens Shopify’s email editor where you can:

• Add your store logo
• Change the subject line (e.g. “You left something behind!”)
• Personalise the message
• Insert discount codes or limited-time offers
• Adjust the CTA button text to something engaging like “Return to Your Basket”

Keeping your message clear and your branding consistent will increase trust and improve click-throughs.

Looking for More Control? Use a Shopify App

If you want advanced automation or multi-email workflows, you may want to explore:

• Klaviyo – powerful segmentation and flows
• Omnisend – pre-built abandoned cart sequences
• Privy – simple but effective for smaller shops

These apps allow you to send follow-ups, test content, and target different customer types — perfect for growing brands looking to scale.

Best Practices for Abandoned Cart Emails

Here are a few tried-and-tested strategies to improve your recovery rates:

• Use a personalised subject line – First names and urgency increase opens
• Offer an incentive – Free shipping or a discount can push hesitant buyers over the line
• Include images of abandoned items – Reminds customers exactly what they’re missing
• Limit distractions – One clear CTA (“Complete Your Purchase”) is better than three
• Optimise for mobile – Many users will open your email on a phone
• Add social proof – Customer reviews or “best-seller” badges can add trust

Monitor and Improve

After enabling abandoned cart emails, test your setup. Abandon a checkout yourself and check how the email looks and performs.

You can track metrics like:

• Open rate
• Click-through rate
• Conversion (recovered checkout) rate

Use Shopify’s built-in analytics or reporting tools within any email app you’re using. Refine your subject lines, test incentives, and keep your content fresh. Consider A/B testing if you’re using third-party tools, as even small tweaks can yield notable improvements.

Setting up abandoned cart emails is one of the quickest wins for Shopify merchants — requiring minimal effort for measurable returns. But it’s just one step in the broader journey of optimising your store for conversions and long-term growth.

That’s where partnering with an expert Shopify CRO agency like Reap Agency can make all the difference. Based in London, we help stores boost conversion rates, cut down acquisition costs, and create tailored Shopify experiences that drive real results. Whether you’re just launching or scaling globally, we handle everything from store design to performance optimisation.

Let’s recover more than just carts — let’s build a store that converts from the very first click. Book a call today and let’s talk about your Shopify growth journey.