This is the third installment of our 2025 Black Friday/Cyber Monday series.

Every year, millions of shoppers flock to ecommerce sites during Black Friday and Cyber Monday. They browse, they click, they add items to their carts—and then they leave. Across the industry, cart abandonment rates during BFCM hover around 70%. In some markets and verticals, the number can climb as high as 80%. In Australia, the figure is slightly lower at about 63%, but the lost revenue is still massive.

That means the biggest growth lever for mid-market retailers isn’t just driving more traffic—it’s recovering the sales already sitting in abandoned carts.

The scale of cart abandonment during BFCM

Abandonment rates spike during peak shopping periods because customers are in comparison mode. They jump between sites, open multiple tabs, and switch devices while weighing options. On mobile, the problem is even worse, with global abandonment rates reaching 75 to 85%, compared to 60 to 70% on desktop.

The takeaway: abandoned carts represent the single largest pool of missed revenue during BFCM.

Triggers that work best during high-traffic events

Speed is critical. During Cyber Week, shoppers don’t wait around. The brands that win are the ones that remind customers within minutes—not days—that their items are still available.

Triggered cart recovery emails consistently outperform bulk sends. In November 2024, abandoned cart automations made up just 3% of email volume but drove about 30% of orders. SMS reminders add another layer of urgency, with engagement rates between 21 and 35% and conversion rates around 3 to 4%.

For example, one European apparel retailer combined an abandoned cart email with an SMS follow-up one hour later. The campaign recovered 22% of otherwise lost sales—a significant lift during their busiest weekend of the year.

The takeaway: fast, relevant, and multi-channel reminders are the most effective recovery strategy.

Regional and device differences in cart behavior

Abandonment behavior varies by region. In the US, desktop abandonment is more common as shoppers browse at work or on laptops during breaks. In Europe, mobile dominates, and mobile abandonment rates are consistently higher. In Australia, ecommerce conversion rates average 3%, but cart abandonment still costs retailers millions—especially in fashion, where return rates run as high as 30%.

The takeaway: tailoring cart recovery strategies by device and market ensures better results than a one-size-fits-all approach.

Why creative messaging matters

Not all recovery messages are created equal. The most effective campaigns pair urgency with reassurance. Free shipping reminders, low-stock alerts, and limited-time discounts drive urgency. Clear return policies and flexible delivery options build trust.

One Australian homewares retailer added a free delivery threshold to their recovery emails during BFCM 2024. The tweak boosted completion rates by 18%, proving that small nudges can have a big impact.

The takeaway: the right creative hook can turn hesitation into purchase.

How Maropost helps you recover lost sales

Maropost equips mid-market retailers with everything needed to turn abandoned carts into completed orders:

• Automated recovery workflows across email and SMS that trigger instantly when a cart is left behind.

• Dynamic product reminders that pull images, names, and prices directly from the abandoned cart.

• Segmentation tools that tailor messages based on customer behavior, location, or order value.

• Mobile-optimized templates designed for speed and clarity.

• Unified data across ecommerce, POS, and marketing systems, ensuring that reminders always reflect real-time inventory.

Without automation, abandoned carts are just lost opportunities. With Maropost, they’re a reliable revenue stream—helping retailers convert browsers into buyers, even in the most competitive shopping season of the year.