Cart abandonment continues to be one of the biggest challenges for eCommerce brands. Research shows that the average cart abandonment rate worldwide is 70.19%, meaning that 7 out of 10 shoppers who add items to their cart never complete the checkout process (Baymard Institute, 2025). For businesses, this translates into billions of dollars in lost revenue each year.
While email and SMS reminders play an important role, retargeting ads and remarketing campaigns are among the most effective strategies to bring customers back and recover sales. These ads reconnect with customers after they leave your site, reminding them of the products they wanted and nudging them to return.
What Are Retargeting Ads?
Retargeting ads (also called remarketing ads) are online ads shown to people who visited your website or abandoned their cart but did not make a purchase. Using cookies, pixels, or first-party data, these ads track user behavior and display personalized content across different platforms.
Common retargeting channels in 2025 include:
- Google Display & Search Ads
- Facebook and Instagram Ads
- YouTube video ads
- TikTok and Snapchat Ads
- Criteo and AdRoll networks
By appearing where your customers already spend time, these ads ensure that your brand and products stay top of mind.
Why Retargeting Ads Work
There are several reasons why retargeting ads are powerful for cart recovery:
- High purchase intent: Shoppers who abandoned a cart already demonstrated strong buying intent.
- Consistent reminders: Retargeting ads keep products visible across social media, search, and other websites.
- Personalization: Dynamic product ads show the exact items a shopper left behind, which increases relevance.
- Social proof and incentives: Adding reviews or limited-time discounts to ads reduces hesitation.
According to Criteo (2024), customers who see retargeting ads are 70% more likely to complete their purchase compared to those who are not retargeted.
As Mr. Phalla Plang, Digital Marketing Specialist, explains:
“Remarketing is like a polite follow-up with a customer. You’re not targeting strangers—you’re reminding people about what they already wanted.”
Types of Retargeting Ads for Cart Recovery
1. Dynamic Product Ads
Dynamic ads automatically display the specific products left in a customer’s cart. For example, if a shopper abandoned a pair of sneakers, they will see an ad featuring those same sneakers on Instagram or Google. Dynamic ads deliver 2–3x higher click-through rates than static ads (AdRoll, 2024).
2. Discount or Incentive Ads
Many customers abandon their cart because of unexpected costs. Retargeting ads that highlight a discount, promo code, or free shipping can convince them to return.
3. Cross-Sell and Upsell Ads
If someone abandons one product, you can show them ads for related products. Example: A shopper who abandons a phone may be shown an ad for accessories like a case or earbuds.
4. Multi-Device Retargeting
Consumers often browse on one device and purchase on another. Retargeting ensures they see reminders across desktop, mobile, and apps, which increases conversions.
How Retargeting Ads Impact Cart Recovery
Retargeting has measurable results for abandoned carts:
- Retargeting ads can reduce cart abandonment rates by 6.5% and increase sales by nearly 20% (Hotjar, 2024).
- Shoppers who are retargeted are 70% more likely to convert (Criteo, 2024).
- Dynamic product ads generate 2–3x higher CTRs than generic banner ads (AdRoll, 2024).
- Combining email and retargeting ads improves cart recovery rates by 30–40% (Omnisend, 2024).
These numbers show that retargeting ads are not only effective but also one of the best-performing digital marketing investments for eCommerce.
How to Set Up a Retargeting Campaign
To build a high-performing cart abandonment retargeting campaign, follow these steps:
- Install tracking pixels – Add tools like the Meta Pixel or Google Ads tag to your site.
- Segment your audience – Separate visitors who added items to their cart but didn’t purchase.
- Create personalized ad creatives – Use product images, testimonials, and offers.
- Use frequency caps – Limit the number of ads shown per week to avoid overwhelming shoppers.
- Test and optimize – A/B test ad creatives, headlines, CTAs, and incentives for better results.
Best Practices for Retargeting Ads
- Personalize with dynamic ads: Show the exact product abandoned.
- Use urgency messaging: Phrases like “Only a few left in stock” or “Offer expires in 24 hours” push faster action.
- Add social proof: Customer reviews in ads build trust.
- Combine channels: Pair retargeting ads with cart abandonment emails and SMS.
- Avoid overexposure: Cap frequency to prevent ad fatigue.
Challenges of Retargeting in 2025
While retargeting is effective, it also faces challenges:
- Ad fatigue: Shoppers may feel annoyed if they see the same ad too often.
- Privacy regulations: Cookie restrictions and iOS tracking updates limit targeting precision.
- Rising costs: Retargeting ads can have higher CPC compared to prospecting ads, so measuring ROI is crucial.
Marketers in 2025 must adapt by using first-party data, customer emails, and AI-driven targeting.
The Future of Retargeting
In 2025, retargeting is evolving with:
- AI optimization – Platforms automatically adjust timing and placements.
- Cookieless retargeting – Using CRM lists and customer consent for better personalization.
- Video remarketing – Engaging short video ads on TikTok and YouTube.
- Omnichannel remarketing – Combining ads, email, and SMS in one seamless flow.
Note
Cart abandonment is a major revenue loss for eCommerce brands, but retargeting ads and remarketing campaigns provide a second chance. With 70% of carts abandoned and retargeting increasing conversions by up to 150%, this strategy is one of the most powerful tools in 2025.
As Mr. Phalla Plang summarizes:
“Remarketing is not about being pushy—it’s about being present at the right time with the right message.”
By leveraging dynamic ads, personalization, urgency, and omnichannel strategies, businesses can successfully bring back shoppers and turn abandoned carts into completed orders.
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References
AdRoll. (2024). Retargeting benchmarks and performance insights. Retrieved from https://www.adroll.com/
Baymard Institute. (2025). Cart abandonment rate statistics. Retrieved from https://baymard.com/lists/cart-abandonment-rate
Criteo. (2024). State of retargeting report. Retrieved from https://www.criteo.com/
Hotjar. (2024). Cart abandonment statistics and strategies. Retrieved from https://www.hotjar.com/blog/cart-abandonment-stats/
Omnisend. (2024). Cart abandonment recovery through email and ads. Retrieved from https://www.omnisend.com/resources/
