How to automate abandoned cart push notifications with Braze

If you run an ecommerce app, you know the pain: customers add stuff to their cart, then vanish. Automated push notifications can help reel them back in, but it’s easy to overcomplicate things or annoy your users. This guide is for product managers, marketers, and devs who want to set up abandoned cart push notifications in Braze without getting lost in martech buzzwords or spaghetti workflows.

Below, you’ll find step-by-step instructions, some real talk about what works and what’s just noise, and a few pro tips for keeping it simple.

Why bother with abandoned cart push notifications?

Let’s get this out of the way: Yes, abandoned cart reminders can work. They’re not magic, but a gentle nudge can recover 5–15% of lost carts if you do it right. The main gotchas:

  • Don’t spam. Too many reminders = opt-outs.
  • Timing is everything. Too soon? You’re annoying. Too late? They’ve moved on.
  • Personalization helps, but don’t get creepy. “Hey, still interested in those red shoes?” is fine. “Hey, we noticed you looked at size 9 red shoes at 2:13pm” is not.

If you’re still with me, let’s get specific about how to set this up in Braze.

Step 1: Make sure your app (and Braze) have the right data

Before you even touch Braze’s dashboard, ask yourself: Does Braze know when someone starts and abandons a cart?

What you need:

  • User identification. Anonymous users are tricky; you’ll get better results if your users are logged in or you have a stable device ID.
  • Cart events tracked in Braze. At minimum: “Added to Cart” and “Order Completed” events. These need to be sent to Braze as custom events from your app or site.
  • Push tokens collected. Push notifications won’t work if users haven’t opted in. (This is especially painful on iOS.)

Pro tip: Don’t try to get cute with too many event types. Start with just “Added to Cart” and “Order Completed.” You can always refine later.

How to check your data

  1. Go to Braze’s “User Profile” and search for a test user.
  2. Look for recent “Added to Cart” and “Order Completed” events in their event stream.
  3. Make sure a push token is present.

If any of these are missing, pause here. You’ll need your devs to set up event tracking or push registration in the app. Don’t try to build a workflow on top of missing data — it’ll just silently fail.

Step 2: Build a Segment for abandoned carts

You’ll use Braze Segments to target just the folks who left stuff in their cart without checking out.

The basic logic:

  • Included: Users who triggered “Added to Cart” in the last X hours.
  • Excluded: Users who triggered “Order Completed” after their last “Added to Cart.”

Here’s how to do it:

  1. Go to “Segments” in Braze.
  2. Create a new segment, call it “Abandoned Cart – 24hr.”
  3. Add filter: “Added to Cart” event occurred in the last 24 hours.
  4. Exclude users who had an “Order Completed” event after their most recent “Added to Cart.”
  5. (Optional) Add “Has Push Token” as a filter so you’re not targeting users who can’t get pushes.

Gut check: Don’t overcomplicate this with a dozen filters. If you want to target only high-value carts, add that later. Get the basic flow working first.

Step 3: Set up a Canvas (Braze’s term for a messaging workflow)

This is where Braze shines — but also where people get lost in the weeds. You don’t need a “choose-your-own-adventure” flow for abandoned carts. Start simple.

How to build your Canvas:

  1. Go to “Canvases” and click “Create Canvas.”
  2. Choose “Entry Audience” as trigger type.
  3. Select the “Abandoned Cart – 24hr” segment you made.
  4. Set the re-entry period. (Most people pick 24–48 hours, so users don’t get the same reminder every time they add something.)
  5. Add an Action: “Send Push Notification.”
  6. Configure timing. (A good starting point: 1–2 hours after the abandoned cart event.)
  7. Save and activate.

Pro tip: Don’t add email/SMS pushes yet unless you’re sure your users want that. Push alone is usually enough to start.

Step 4: Write a push notification that doesn’t suck

Push notifications are easy to ignore, especially if they sound robotic. A little personality goes a long way.

What works:

  • Short, clear copy. “You left something in your cart” is fine. “Reminder: Complete your purchase” is even better.
  • Mention the product. If you can, show the name or image of the main product. (“Still thinking about those sneakers?”)
  • Don’t offer discounts right away. You don’t need to give away margin unless you see a big drop-off.

Example messages:

  • “Ready to check out? Your cart is waiting.”
  • “Don’t forget: You left [Product Name] in your cart.”
  • “Still interested? Your items are almost gone.”

Don’t:
- Use exclamation marks everywhere (“Hurry!!!”)
- Add artificial urgency unless it’s real (“Only 1 left!” when you have 500 in stock)

Step 5: Test before you annoy everyone

Testing is not optional. Here’s how to avoid embarrassing mistakes:

  1. Set up a test user in your app. Add and abandon a cart.
  2. Make sure you’re opted in for push notifications on that device.
  3. Wait for the notification. Did it arrive at the right time? Did it sound right?
  4. Complete a purchase. Did you not get a notification? (That’s good — you don’t want to bug paying customers.)
  5. Check for edge cases: logging out, uninstalling the app, or multiple cart additions.

Braze lets you preview and send test messages, but nothing beats a full run-through.

Step 6: Monitor results, but don’t obsess

Once you’re live, check these metrics:

  • Delivery rate: Are pushes actually being sent? If not, check your push token collection.
  • Open rate: 5–20% is typical. Lower? Your copy may need work.
  • Conversion rate: If even a few percent come back and buy, it’s working.

What to ignore:
- Don’t get lost in “attribution windows” or micro-optimizations right away. Get a baseline first.

If you’re seeing lots of opt-outs or complaints, dial it back. Once you’ve nailed the basics, you can try A/B testing copy, timing, or adding extra channels.

Step 7: Don’t fall for the “AI personalization” hype (yet)

You’ll see plenty of pitches for “AI-powered send times” or “hyper-personalized” copy. Most of this is overkill for abandoned cart pushes. Start with a simple, timely nudge. If you’re seeing plateauing results later, then experiment.

Common pitfalls (and how to avoid them)

  • Not tracking the right events. If Braze isn’t getting “Added to Cart” and “Order Completed,” your journey falls apart.
  • Sending too many reminders. One well-timed push is better than three ignored ones.
  • Ignoring opt-in rates. If few users allow push notifications, focus on improving that first.
  • Not testing edge cases. Always test what happens if users log out, switch devices, or buy on another platform.

Keep it simple — and iterate

It’s tempting to build a Rube Goldberg machine of reminders, discounts, and AI triggers. Don’t. The most effective abandoned cart push notification flows are dead simple:

  • Detect the abandoned cart.
  • Wait a bit.
  • Send a friendly, helpful push.
  • Stop if they buy.

Get that working, then improve. The less you overthink it, the better your results (and your sanity).