Users abandoning shopping carts can negatively affect your shop. A rate is calculated by dividing the number of completed transactions by the number of translations started. This helps you see the number of people that intend to buy something but never complete the transaction. If your e-commerce site has a high abandonment rate, this could be bad user experience, which does not lead to conversions on your site. Something called remarketing is an innovative way to fight online shopping cart abandonment. Remarketing is finding people who have already engaged with your company and directly targeting them.