In B2B e-commerce, abandoned shopping carts happen to be a significant problem. A potential buyer can begin the checkout process but leave the website before finishing the purchase. For B2B e-commerce, this problem is more critical because the value of orders is typically much higher than those for B2C in addition to longer sales cycles and complex decision-making processes.

Optimizing the shopping cart conversion can greatly increase sales as well as customer retention. For B2B businesses, reducing cart abandonment is a key area to improve e-commerce performance.