Ecommerce retailers across the Asia Pacific region send the most cart recovery emails, in comparison to their global counterparts, as they look to rescue lost revenue and maximise online sales, according to data from leading omnichannel marketing automation platform, dotdigital.

However, online businesses need to further streamline their re-engagement strategies and tactics to capitalise on increased ecommerce revenues, accelerated by COVID-19, with online sales across Australia up 72.5% year-on-year in July 2020.

Original research in the Hitting the Mark report revealed cart abandonment rates to be the highest they have ever been at 70% across the ecommerce industry. As a result, encouraging shoppers to follow through with their purchase is more challenging than ever.

While brands in Australia, New Zealand, and Singapore are sending the most cart abandonment emails, only 28% arrived within an hour, and only 33% sent more than one. Both tactics are considered to be industry best practice as they generate the highest conversion opportunities. 

With Australian consumer spending intent still negative, with the exception of the grocery category, retailers must ensure their marketing tactics are optimised to pursue every revenue opportunity, dotdigital head of marketing for APAC, Aparna Gray said.

“It’s great to see most APAC brands have embedded cart abandonment re-targeting strategies into their customer engagement programs, however there is still work to be done. COVID-19 has elevated customers’ expectations and retailers and brand managers must upgrade their digital assets and constantly explore new ways to deploy them, as they cater for an increasingly discerning and fickle online customer to ensure they aren’t missing out on a large chunk of potential revenue at a time where every purchase counts.”