Turn store activity into timely customer messages.
Use carts, orders, inventory, and product activity to start messages while they are still useful. Moosewave shows the store action or change behind every message.
Recover open carts
- Carts checkedOpen carts matched with current orders1,284
- Buyers removedConverted and cancelled states excluded318 out
- Offer checkedWho can use it and how many remainValid
- Message preparedOne revision waits for approvalReview
SavedRecovery plan ready
Open carts, completed orders, exclusions, and the proposed message have been matched.
- Details
- Visible
- Checks
- Ready
- Action
- Waiting
Ecommerce basics
What makes ecommerce email different?
A store records customer actions and changes, often called events. Product views, carts, orders, stock changes, and renewals can each start a useful message.
Fresh data matters. A cart reminder should stop when the order completes, and a stock alert should reflect current inventory.
Example / cart reminder
A completed order should cancel every cart reminder.
A cart reminder should respond to what is happening in the store now. It may begin after someone leaves a cart, but it must stop when that person completes the order.
Viewed
Product viewed
Interest, but not a purchase.
Reminder starts
Cart changed
A cart reminder may now be useful.
Check again
Cart checked again
The reason for a reminder is evaluated again.
Reminders stop
Order completed
The purchase cancels every pending cart reminder.
What happens to the reminder
Reminder may send
Only while the order remains incomplete.
Later reminder cancelled
The completed order removes the reason to send.
- Marketing message
- A permitted reminder based on recent store activity.
- Service message
- Required information about an order or service is kept separate from marketing.
This example shows which store actions matter and when reminders stop. It does not use invented revenue or conversion numbers.
Keep every commerce message tied to a real customer event
Moosewave uses store events to start automated flows and update audience groups. A cart, order, product view, or stock change can start the relevant path.
Commerce flows check their stopping rules before sending. For example, completing an order stops its cart reminder.
- Carts, checkouts, orders, and product views as starting points
- Stock and price alerts tied to current product data
- Checks that stop reminders after purchase
- Service and marketing messages kept separate
- Trigger
- Cart abandoned
- Wait
- 4 hours
- Check
- Still unpurchased
- Send
- Reminder
Learn the details
Practical guidance, when you need it.
Open the question that matters to you. The core product workflow is above; these sections explain the underlying concepts and tradeoffs.
Store eventsWhich store events are worth acting on?
Some events show clearer interest than others. A requested stock alert is clear; a single product view is not. Match the message and timing to that difference.
Before using an event, ask whether the customer requested or would reasonably expect the message. Also check the applicable permission rules.
Scroll to compare
| Store event | What it shows | Typical response | Timing |
|---|---|---|---|
| Checkout started | Clear interest | Reminder with the cart contents | After a short pause |
| Cart created | Clear interest | Reminder if the cart remains open | After time to complete |
| Back-in-stock request | Customer asked | Notify when the item is available | At the stock change |
| Order placed | Purchase complete | Confirmation, shipping, and useful updates | As each update occurs |
| Product viewed | Possible interest | Light follow-up, if appropriate | After time to consider |
| Subscription nearing renewal | Known deadline | Renewal reminder | Before the renewal date |
Abandoned cartHow should an abandoned cart flow be built?
Start after the shopper has had time to finish. Before each message, check that the cart still exists, the order is incomplete, and marketing permission still applies.
Choose follow-up timing from your buying cycle and test it. If every reminder includes a discount, some customers may learn to wait for one.
AttributionWhat does ecommerce email attribution mean?
Attribution is the rule used to credit a sale to a message. One common model is last touch: it gives all credit to the final tracked interaction, even when other channels helped.
Treat credited revenue as an estimate because tools use different windows and rules. For a major decision, compare with a similar group that received no message; this is a holdout test.
ConsentWhat about consent for commerce messages?
Order confirmations, shipping updates, and receipts are usually treated differently from promotions. Exact rules and exemptions depend on the location and context. Marketing may need consent or another valid legal reason.
Keep service information and promotions distinct. Let people leave marketing without losing necessary order updates, and obtain advice for the rules that apply to your business.
Common questions
How long should I wait before sending an abandoned cart email?
There is no universal delay. Give customers time to finish, then test timing against your buying cycle. Stop the flow immediately when an order completes.
Should abandoned cart emails include a discount?
Use discounts deliberately. An automatic offer can train customers to wait. Test a helpful reminder first, then reserve incentives for cases where the margin and customer context support them.
What is the difference between transactional and marketing email?
A transactional message supports an action the recipient started, such as an order or password reset. A marketing message promotes. Classification and permission rules vary by location.
Why does my email platform report more revenue than my store?
Several channels may claim the same order under different sales-credit rules. Use store revenue as the total, and treat each platform's credited revenue as an estimate.
Make the message match the moment.
The guided demo uses sample data and does not send anything. It shows where this capability fits in a complete customer journey.