Combine email and voice calls to boost ecommerce conversions
Learn how ecommerce brands combine email and voice calls to recover abandoned carts, reassure shoppers, and increase conversions.
Cart abandonment is one of the biggest silent leaks in ecommerce. If you run on Shopify (or any modern storefront), you’ve probably seen the pattern: shoppers add items, start checkout, then disappear.
Baymard Institute aggregates dozens of studies and reports an average documented online shopping cart abandonment rate of 71%.
The abandoned cart problem is real and measurable
A ~70% abandoned average doesn’t mean your products are bad. It means ecommerce is friction-heavy, and many shoppers are not ready to finalize on the first attempt.
Baymard’s compiled checkout-abandonment reasons point to a few recurring blockers:
Extra costs too high (shipping/tax/fees) are frequently the top reason (listed at 39% in Baymard’s summary set of reasons).
Delivery too slow (21%), trust concerns (19%), forced account creation (19%), and a long/complicated checkout (18%) are also major drivers.
Email remains the foundation of ecommerce conversion
Email keeps dominating ecommerce retention because it’s owned (your list), automatable (flows), and measurable (revenue attribution).
That’s also why Wiz is a natural “base layer” in your conversion system. On the Shopify App Store, Wiz is positioned as an AI email marketing app that creates flows and campaigns such as abandoned cart recovery and welcome emails, with AI segmentations, newsletters/campaigns, and analytics.
In practice, email covers the essentials:
Segmentation (e.g., returning vs. new customer, high AOV, category interest).
Automations that trigger on behavior (“started checkout,” “added to cart,” “browse abandonment”).
Cart/checkout recovery sequences that combine reminder + reassurance + (sometimes) an incentive.
How to maximize cart recovery with email and voice together
Even when email works well, it doesn’t reach everyone. First, there’s pure volume. With hundreds of billions of emails sent/received daily worldwide, “inbox competition” is structural, not temporary. Second, opens are never close to 100%. Third, life happens: shoppers get interrupted, lose confidence, get distracted by delivery timing, or run into trust/price/payment constraints.
That’s why strong teams treat email as the first recovery wave, not the last. They use email to capture the “easy wins,” then escalate the highest-value opportunities to a higher-touch channel.
Voice can be a high-intent conversion channel
Voice works best when the shopper’s intent is high and the purchase needs reassurance: “Is shipping free?”, “Can I return it?”, “Will it arrive by Friday?”, “Do you have a discount?”, or “Can someone help me complete this?” Those are exactly the reasons Baymard sees repeatedly (costs, delivery speed, trust, checkout friction).
In a Shopify-specific execution context, Consio is positioned as an ecommerce call platform that supports:
Inbound AI Voice Agent + AI IVR (24/7 answering, FAQs, qualification, routing)
Outbound calling campaigns (including abandoned checkout, VIP, high-AOV segments)
A central “hub” with summaries and tying calls to Shopify orders, plus integrations (e.g., with Klaviyo)
So the “why voice” argument in an ecommerce article can be simple and credible: Email gets you scale; voice gets you attention and reassurance when it matters most.
Building a more complete recovery strategy
Email and voice are not competing channels. They play different roles in the recovery journey. Email gives ecommerce brands a scalable and automated way to re-engage shoppers, while voice adds a more direct and human touch when it matters most. Together, they help brands create more opportunities to recover abandoned carts, reassure hesitant buyers, and turn more missed checkouts into completed purchases.
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