Best practices: Shopify checkout started trigger

Heads up: this set of best practices assumes that you’re already familiar with journeys in general and with the Shopify checkout trigger in particular. Before you begin, it might be helpful to check out the following:

Checkout started Journey best practices

We’re excited to offer you our new Shopify checkout started trigger! This new trigger, exclusively for Shopify clients, can be used to message your subscribers who have shown the greatest intent to purchase, helping you to maximize revenue.

What is the checkout started trigger?

Subscribers enter a Shopify checkout started trigger after they have started a checkout flow in Shopify. For more, check out our FAQ on the Shopify checkout started trigger.

This trigger also lets you include the {checkoutLink} macro in messages. The {checkoutLink} macro adds a dynamic URL that subscribers can click on to return to their previously abandoned checkout page. Note that the checkout page will include all information the subscriber added before leaving, including their contact details, shipping information, and coupon codes, minimizing friction and improving conversion rates.

What does “abandoned” for a checkout mean in Shopify?

Shopify considers a checkout abandoned differently based on which checkout you’re using on
your store:

  • Checkout Classic: Carts are considered abandoned when the browser window is closed.
  • Checkout One: Carts are considered abandoned when a customizable time-out period is reached. The default is three minutes.

For more on Shopify checkout, see Recovering abandoned checkouts on the Shopify help center.

Best practices for using the Shopify checkout started trigger

For best results, you’ll want to choose and use only one of the following abandoned checkout journeys:

Option 1: Message subscribers shortly after they abandon

This setup will filter subscribers out of your cart abandoner if they abandoned their checkout after adding a product to their cart. The benefit of this is that you can send messages shortly after a subscriber abandons their checkout. This option is great for converting subscribers who may have been on the fence about purchasing the item or got distracted before completing the purchase. Option 1 is a great choice if you are not already running a Cart Abandonment journey.

Option 1 involves creating two separate journeys:

  • Journey 1: Create an Added to Cart journey that checks for and messages subscribers who added a product to their cart, but not if they either abandoned their cart or completed a purchase. When subscribers reach the end of this journey, they enter into journey 2 below.
  • Journey 2: Create a Shopify checkout started journey that only sends messages to subscribers who abandoned their checkout, and who also haven’t completed a purchase 50 minutes after the initial abandonment. Note that this second journey will not message subscribers who have completed a purchase since beginning the abandoned checkout journey.

Option 2: Message subscribers 24 hours after they abandon their checkout

If you’re already sending a basic cart abandonment message 30-60 minutes after cart abandonment with no purchase, then use this option.

  • Journey 1: Create a new checkout journey that checks for and messages subscribers who have not completed a purchase 24 hours after abandoning their Shopify checkout. Note that this journey will not message subscribers who have completed a purchase since beginning the Shopify abandoned checkout journey.

    Make sure to include the 24 hour wait step to prevent subscribers from receiving multiple messages (cart abandonment message and checkout abandonment message, in this case) within a short window.

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