Abandoned carts are not the problem. The way we look at them is.
For years, I’ve been watching teams try to “fix” carts, optimise them, push users back into them… without ever asking a much simpler question:
– What if the cart is not broken?
– What if the cart is actually doing exactly what it’s supposed to do?
– What if it’s not a failed step, but a signal?
Sometimes we’re not losing customers.
We’re just misunderstanding them.
In this interview I did for Balkan eCommerce Summit 2026 I talk about why cart behaviour often reflects timing, intent and context, and why the difference between “want” and “need” is something most dashboards completely miss.
This is also the idea behind my upcoming talk in Sofia at Balkan eCommerce Summit 2026.
Curious to hear how you see it.
Balkan eCommerce Summit 2026: Stop Fixing Abandoned Carts
