Product Abandonment re-engages contacts who viewed a specific product page in your store but left without adding it to their cart. Unlike Browse Abandonment, which tracks general page views, Product Abandonment captures the specific product the contact viewed and can display it in the email.
Note: Product Abandonment sits in the middle of the abandonment funnel. Here's how it compares to the other two workflows:
Browse Abandonment – contact viewed any page but did not view a specific product. No product data is captured.
Product Abandonment – contact viewed a specific product page but did not add it to their cart. The last product viewed is captured and shown in the email.
Abandoned Cart and Abandoned Checkout – contact added items to cart but did not complete the purchase.
Use all three together with proper exit conditions and Skip Contacts settings to avoid sending multiple emails to the same contact.
Before You Begin
Supported platforms: Shopify, BigCommerce, WooCommerce (module 1.6.0 or newer), Magento 1 (module 1.2.0 or newer), and stores connected via API v3.
Plan: Automation Workflows are available on all Omnisend plans. View pricing.
User roles: All roles except Analyst can access Automation Workflow settings. Learn more about user roles.
Subscription status: Product Abandonment can trigger for both subscribed and non-subscribed contacts. See which workflows trigger for different subscription statuses.
Retrospective triggering: This automation cannot be triggered retrospectively.
Important: Product Abandonment only fires for identified contacts – visitors whose email address is linked to a tracking cookie in their browser. A cookie is placed when a contact signs up via an Omnisend Signup Form, clicks a link in an Omnisend email, or submits their email at checkout. Visitors who have not completed any of these actions cannot be tracked, and the automation will not trigger for them – even if their email address already exists in your Omnisend contact list.
Automation Setup
Go to Automation and click Create workflow.
Select Product Abandonment from the workflow library.
The workflow opens with a preset trigger and default exit conditions. Configure each section below before activating.
Automation Trigger Settings
The trigger is preset to Viewed Product, with a default filter that requires the product to be in stock. Each time an identified contact leaves your store while viewing an in-stock product page – without adding it to the cart – they enter the workflow.
Audience Filter and Conditional Split
To target a specific group of contacts, add an Audience filter in the trigger settings. For Product Abandonment, the Audience filter is limited to contact properties only.
For more advanced targeting – such as filtering by segment or tag – use a Conditional Split step inside the workflow instead.
Exit Conditions
The default exit condition is Placed Order. Contacts exit the workflow as soon as they complete a purchase.
If you also run Abandoned Cart, Abandoned Checkout, or Browse Abandonment, add the following exit conditions to prevent contacts from receiving emails from multiple flows simultaneously:
Added product to cart – contacts exit when they add any item to cart, preventing overlap with Abandoned Cart.
Started checkout – contacts exit when they begin checkout, preventing overlap with Abandoned Checkout.
Frequency and Skip Contacts
Frequency controls how often the same contact can re-enter this workflow. If a contact visits your store and views products multiple times on the same day, only one Product Abandonment workflow triggers per frequency period.
Skip Contacts prevents a contact who is currently in – or has recently completed – another automation from entering this one. Configure Skip Contacts under the trigger settings.
Both settings work independently, and both are recommended:
Set Frequency to 10–15 days to avoid over-messaging contacts who visit your store regularly.
Enable Skip Contacts to exclude contacts already active in Abandoned Cart or Abandoned Checkout.
Delay
Unlike other Automation Workflows, the minimum recommended delay for Product Abandonment is 2 hours. This gives contacts enough time to continue browsing and add the product to their cart before receiving a reminder.
How to Test This Automation
In the workflow editor, reduce the delay to 2–3 minutes.
In trigger settings, disable the Frequency restriction so the same contact can re-enter.
Open your store in an incognito browser window, view a product, and leave without adding it to the cart.
Wait for the shortened delay and check your inbox.
Use the Trigger Preview Tool (click the trigger block → Test trigger) to confirm the Viewed Product event was received, and the contact entered the workflow.
After testing, restore the original delay and re-enable the Frequency setting before activating the workflow.
Note: before testing, make sure your email address exists in your Omnisend contact list and that a tracking cookie has been placed in your browser (sign up via one of your Omnisend forms, or click a link from an Omnisend email that leads to your store).
Message Content
You can add email, SMS, or Push Notification steps to your Product Abandonment sequence. The email step includes the Abandoned Products item, which automatically displays the product the contact viewed.
💡 If you'd like to show more than one browsed product in your email, we recommend using the Personalized Product Recommender block.
💡 Tip: For SMS steps, you can link contacts directly back to the product they viewed using the personalization tag.
Increase Identified Contacts
Product Abandonment only fires for contacts with a tracking cookie. The more contacts Omnisend can identify on your website, the more product views the automation can capture.
To increase the number of identified contacts:
Send regular Email Campaigns. Links in emails place a tracking cookie in the recipient's browser when they click through to your store.
Activate Omnisend Signup Forms. When a contact submits their email via an Omnisend Signup Form, Omnisend places a cookie in their browser.
WooCommerce stores: After a contact places their first order, Omnisend places a cookie in their browser. Returning visitors who have ordered before are automatically identified on subsequent visits.
Reports
Product Abandonment performance is available in the Reports tab. View the full reporting guide.
Reports include: emails sent, open rate, click rate, sales generated, and unsubscribes. A month-by-month view and an Activity feed with contact-level detail are also available.
FAQ
My automation is live and I have thousands of contacts, but no one is entering the workflow. Why?
For a contact to trigger this automation, Omnisend must identify them before they view the product. A tracking cookie is placed when the contact signs up via an Omnisend Signup Form, clicks a link in an Omnisend email, or begins checkout and submits their email address. If you have no active Signup Forms and your contacts are not regularly clicking emails, most store visitors will not be identified and the automation will not fire. Check whether you have at least one active Omnisend Signup Form and that your store's tracking script is installed correctly.
I set the Abandoned Products block to show 4 products, but the email only shows 1. Is this a bug? No – this is expected behavior. The Abandoned Products block always shows the last product viewed by the contact, regardless of the "Number of products to show" setting. The Product Abandonment trigger captures one product view event at a time, so only one product is available in the email. To display multiple recently browsed products, add a Personalized Product Recommender block to your email instead.
Can I run Product Abandonment and Browse Abandonment at the same time without sending duplicate emails?
Yes. Add Viewed Product as an exit condition in your Browse Abandonment workflow. When a contact moves from a general page view to a product page, they exit Browse Abandonment before receiving its email and become eligible for Product Abandonment instead. Also enable Skip Contacts in both workflows to prevent overlap with Abandoned Cart and Abandoned Checkout.
How do I test this automation without waiting 2 hours?
Reduce the delay to 2–3 minutes, disable the Frequency restriction in trigger settings, and view a product in an incognito browser window. After the shortened delay, check your inbox. Use the Trigger Preview Tool to confirm the event was received. Restore the original delay and Frequency setting before going live.
What Frequency setting should I use?
A 10–15-day re-entry restriction is recommended for most stores. This prevents frequent visitors from receiving product reminder emails too often. Note that the Frequency setting also blocks retesting with the same email address – disable it temporarily when testing and re-enable before activating the workflow.
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