In the world of Bangladeshi e-commerce, getting lots of website visitors is great – but as any online retailer knows, the real challenge is turning those visitors into buyers.
More often than not, people leave without completing a purchase.
This is where retargeting comes in:
The art and science of re-engaging those dropped-off visitors and nudging them back to convert
In this guide, we’ll zero in on Bangladesh’s e-commerce landscape, identify the top funnel drop-off points, and discuss practical tactics to “fix” those leakages using smart retargeting strategies.
Understanding the E-commerce Funnel and Drop-Offs
A typical e-commerce customer journey funnel might look like:
- View Product/Page – user lands on site, views product(s)
- Add to Cart – user shows intent by adding item(s) to cart
- Begin Checkout – user starts the checkout process (maybe fills address)
- Complete Purchase – user pays and completes order
At each of these stages, people drop off.
Globally, the average online shopping cart abandonment rate is around 70%.
In Bangladesh, it can be even higher due to factors like trust issues, preference for Cash-on-Delivery, slower site speeds, etc.
Common Drop-Off Points in BD Context
| Drop-Off Point | Common Reasons In Bangladesh |
|---|---|
Drop-off after viewing products (no Add to Cart) |
Many visitors browse but don't add anything. Reasons: not finding desired product, price too high, not enough info, or just window-shopping. |
Drop-off at Add to Cart stage (added but no checkout) |
This is classical "cart abandonment". Reasons in BD: high shipping cost revealed, requiring sign-up (friction), user just adding to see total, or they plan to purchase later via COD negotiation on phone perhaps. |
Drop-off at Payment (payment failed or user balked) |
Especially if only online payment offered, some may abandon due to trust or lack of mobile wallet balance, etc. In BD, since COD is prevalent (over 90% prefer COD), forcing online payment can cause drop-offs. Also, OTP issues or gateway fails cause abandons. |
Now, how do we “fix” or rather recapture these drop-offs?
Retargeting is key
This means showing ads (or sending communications) to people who did not complete an action, reminding or incentivizing them to complete it.
Retargeting Strategy 1: Product Viewers (Top of Funnel Abandoners)
These are users who visited your site or product pages but left without adding anything to cart.
They showed some interest, but not enough.
Retargeting these folks can push them to take the next step:
Dynamic Product Ads (DPA) for Viewed but Not Added
If you have Facebook Pixel or Google Analytics setup capturing product views, you can run dynamic ads that show the exact or related product they viewed.
For example:
If someone on Daraz looked at a smartphone but didn’t add to cart, Daraz’s retargeting will later show that phone or similar phones in an ad carousel on Facebook (with maybe a headline like “Still interested in this phone? Now on sale!”)
These personalized reminders tap memory and intent.
They work well:
Users often click through because it feels relevant
In fact:
Facebook DPAs consistently drive high ROI for e-com because they leverage known interest
General Display Retargeting
For those without sophisticated catalogs, even a general retargeting banner can help.
E.g., someone browsed your clothing site:
You later show them a banner on a news site via Google Display Network that says “New styles added! Get 10% off your first order at [YourSite].”
It keeps your brand in their mind:
Perhaps they didn’t buy earlier due to distraction; now this reminds them
General Display Retargeting
For those without sophisticated catalogs, even a general retargeting banner can help.
E.g., someone browsed your clothing site:
You later show them a banner on a news site via Google Display Network that says “New styles added! Get 10% off your first order at [YourSite].”
It keeps your brand in their mind:
Perhaps they didn’t buy earlier due to distraction; now this reminds them
Frequency and Burn Code
For top-funnel retargeting, you want to hit them soon (within 1-3 days while interest is fresh) but not too many times.
Also:
Exclude those who since converted (update your audience lists accordingly) to avoid wasting budget
A relevant stat:
Most of the recapture happens in first week – one study (though global) found retargeting an abandoner within an hour can improve conversion chances by 20%+ versus waiting a few days
So:
Timeliness is key
Messaging for Product viewers
Focus on showcasing product benefits or building trust.
Since these folks might have been on the fence:
Address possible hesitations
For instance:
Include text like “Free returns” or “Cash on Delivery available” – common concerns in BD are trust and payment
Did they maybe leave because they weren’t sure about quality?
Show a testimonial or mention your brand’s reputation (“1000+ happy customers in Dhaka”)
Essentially:
Your retarget ad should either sweeten the deal or alleviate a concern
I’ve seen local e-com retargeting that explicitly says:
“Trusted by 50,000+ Bangladeshis – order with confidence” or highlights an ongoing sale to entice them back
Retargeting Strategy 2: Cart Abandoners (Mid-Funnel)
This is usually the low-hanging fruit – those who added items but didn’t check out.
They are often the highest ROI segment to retarget.
A good portion intended to buy but got cold feet or distracted.
Cart Recovery Emails/SMS
One of the most effective techniques doesn’t even require ad spend – if you captured their email or phone during the process (some sites ask for email early for exactly this reason), send a follow-up.
For example:
A friendly email: “Looks like you left something behind – your cart is waiting! Complete your purchase now” possibly with a small incentive like “Checkout in next 24h and get a free gift.”
In Bangladesh:
Many sites ask for phone at checkout – an SMS or even a WhatsApp message can be sent
In fact:
WhatsApp marketing is highly effective: open rates ~98% and one can directly chat if they had questions
Some local businesses literally call customers who abandoned carts:
Especially if it’s high-value items
But with scale:
Automated messages are more feasible
Dynamic Ads for Cart Abandoners
Similar to product retargeting, but maybe with a stronger nudge:
Show the exact items they left in cart, with copy like “Only a few left!” or “Price drop alert!” if applicable
One could also display the cart total or an offer:
(“BDT 500 off on orders over 2000 – use code SAVE500”)
Many Bangladeshi e-tailers implement limited-time coupon codes in these ads to create urgency.
Data from AiSensy shows:
WhatsApp conversion rates up to 45-60% when used to recover abandoned carts – that indicates the power of timely direct follow-up with a good message (like “We’ve reserved your items, complete order now with free shipping!”)
Address COD Preference
A specific fix in BD – if they left possibly because online payment was a barrier, emphasize “Cash on Delivery available” in your retargeting.
Trade.gov notes:
90%+ ecom users prefer COD
So if your checkout didn’t clearly show COD:
Retargeting is a chance to communicate it
I recall a friend who abandoned an order because he wasn’t sure if COD was offered:
Later a retarget ad explicitly said COD on that site, which made him go back and buy
Trust Signals
Cart abandoners might worry “is this site legit?” or “what if product isn’t good?”.
Retarget ads can display trust seals:
E.g., “Certified by e-CAB” or “Original products guaranteed”, or highlight easy return policy
Those reassure them to finalize purchase.
As per trade.gov:
Lack of robust online transaction system and fraud concerns inhibit growth, so tackling that via messaging can push a hesitant customer over the line
Retargeting Strategy 3: Checkout Abandoners (Bottom-Funnel)
These people were so close – maybe clicked “Place Order” but didn’t complete payment or final confirm.
Very hot leads.
Reasons might be technical or second thoughts on payment.
Payment Reminders and Alternatives
If they left at payment, maybe offer them an alternative.
For example:
If card failed, an email/SMS could say “Having trouble with online payment? We offer Cash on Delivery too – complete your order selecting COD.”
Many local sites now do multi-channel follow-ups:
Email + SMS within minutes saying “If you need help completing payment, call us at X or reply to this message.”
That personal touch can save sales.
For instance:
A customer’s mobile banking app might have been down – a quick message could salvage it by offering manual bKash payment
Customer Service Intervention
For high-value carts, have your CS team call the user.
This is retargeting via phone essentially.
In Bangladesh:
Customers often appreciate human assurance
The call can simply ask if they faced an issue:
And perhaps sweeten the deal spontaneously (“We can offer free delivery if you order now”)
This isn’t scalable for all:
But effective for big-ticket or B2B orders
Retarget Ads for Checkout Droppers
These might be identical to cart abandoner ads since they did have cart items, but you can tailor messaging.
Perhaps emphasize:
“Fast Delivery: Get it in 2 days in Dhaka” or highlight customer support (“Need help finishing your order? Chat with us 24/7”)
The idea is to remove the last friction.
If they balked at shipping cost:
Maybe a retarget ad offering free shipping code will bring them back
Segmenting Your Retargeting Approach
One must also consider user segments:
If possible, segment retargeting by source or behavior.
For example:
- A drop-off from organic traffic vs from a paid ad might differ in intent strength
- Or segment by product category – if they abandoned a high-end electronics item, retarget with an EMI/financing option mention, which is common in BD for pricey gadgets and could be the fix needed (maybe they hesitated at paying full price upfront – telling them “0% EMI available” in retarget ad could clinch it)
Beyond Ads: On-site Fixes Complement Retargeting
While we focus on retargeting via ads/messages to recapture, it’s worth noting fixing drop-offs also involves improving the site funnel itself.
Some quick Bangladesh-specific fixes:
Site Optimization Strategies
| Fix | Implementation Details | Impact |
|---|---|---|
Improve site speed |
As noted, mobile speeds vary and sites can be slow – if product pages or cart take too long, people leave. Datareportal 2024 shows median mobile speed ~23 Mbps, but actual experience often worse in congested networks. Reducing page load could reduce top-funnel drop-offs. ThinkWithGoogle found 5s+ load causes huge bounces. | Reduces top-funnel drop-offs by improving user experience |
Simplify Checkout |
Offer guest checkout (don't force sign-up), minimize form fields. Many BD users get frustrated with long forms, especially if they have to type English addresses – allow addresses in Bangla maybe, or integrate location pickers. Also show all costs (VAT, shipping) upfront to avoid surprises. | Reduces friction during checkout process |
Simplify Checkout |
Offer guest checkout (don't force sign-up), minimize form fields. Many BD users get frustrated with long forms, especially if they have to type English addresses – allow addresses in Bangla maybe, or integrate location pickers. Also show all costs (VAT, shipping) upfront to avoid surprises. | Reduces friction during checkout process |
Payment Options |
Absolutely include Cash-on-Delivery if possible, and show that clearly. Also include popular mobile wallets (bKash, Nagad) which in BD are widespread. If a user doesn't see their preferred payment, they might leave even at final step. | Addresses the #1 payment preference of 90%+ of BD e-commerce users |
Trust and Social Proof on site |
Showing product reviews, trust badges (like SSL secure, easy returns, cod icon) on cart/checkout pages can push someone to complete rather than abandon. If you have a return policy, state it near the checkout button ("Easy 7-day return if any issue"). | Builds trust at critical decision point |
Cart Saver Popups |
Some sites implement an exit-intent popup – e.g., user moves cursor to close tab on cart page, a popup offers "Wait! Here's a 5% off coupon if you complete your order now: XYZ5". This can instantly reduce drop-off and might even obviate needing to retarget that user later because you saved them on site. | Captures users at moment of abandonment |
But no matter what, some drop-offs will happen:
People might not buy due to personal reasons (waiting for payday, wanting approval from spouse, etc.)
Retargeting keeps the conversation going beyond the site.
Performance Metrics and Advanced Tactics
One more metric:
A study (Baymard Institute) found average cart abandonment at ~70%, but with good retargeting, you can recover 10-30% of those
In Bangladesh:
I’ve seen cases where implementing retargeting campaigns boosted overall conversion by 20% (e.g., if baseline conversion was 2%, retargeting brought it to 2.4% by recapturing some abandons)
Given Bangladeshi e-com is still evolving:
Not all players do retargeting well – those who do have a competitive edge
And it’s not just about ads:
Consider WhatsApp retargeting – some businesses use WhatsApp Business API to automatically message abandons (if phone known)
That can get immediate attention:
With open rates ~98% and CTR far above email
E.g., an automated WhatsApp:
“Hello from [Store]. We noticed you left some items in your cart. Need help? We can assist you with COD or any questions.”
This personal touch can:
Rescue a sale, and it aligns with how BD consumers often prefer chat
Expanding the Retargeting Scope
Another important retargeting fix:
Cross-sell and remind repeat customers
Not exactly drop-off fix but related:
If a customer bought once, retarget them after some time for related products or refill
Many BD pharmacies or beauty stores do this:
E.g., if someone bought a 30-day supply of skincare, in a month retarget on FB or SMS for re-order at maybe a loyalty discount
This keeps them from:
Dropping off the customer lifecycle entirely
Local Success Stories
To illustrate a local success:
A large BD online fashion retailer implemented multi-channel retargeting. They served dynamic FB ads, Google display ads, and sent SMS within an hour of abandonment. Their cart recovery improved significantly – they publicly mentioned recapturing about 20% of abandoned carts, adding a hefty chunk to revenue
Another example:
A travel booking site used email retargeting with limited seat warnings (“2 seats left for Cox’s Bazar flight on your dates”) and saw a good portion of indecisive browsers come back and book
Conclusion
Top-of-funnel drop-offs in Bangladeshi e-commerce – be it browsing without adding to cart or abandoning at checkout – are not dead ends, but opportunities.
With savvy retargeting, you can re-engage those warm prospects.
The key is a timely and relevant follow-up:
Remind them of what they liked, resolve their doubts, and entice them with the right message or incentive
Key Retargeting Strategies
We identified:
Product viewers
Use dynamic ads and reminders to return and explore further, showcasing what they browsed
Cart abandoners
Your prime retargeting gold, use multi-channel reminders (ads, emails, WhatsApp) and consider incentives like discounts or free shipping to close the sale
Checkout/payment abandoners
Offer help and alternative payment or simply a nudge that their items are waiting; often they had high intent so a gentle push or reassurance is enough
Implementation Framework
By implementing these, one can plug leaks in the funnel.
Remember:
A visitor who showed interest (even if they left) is far more valuable than a cold prospect – they know your brand and product now
Sometimes it takes 2-3 touchpoints before conversion:
Retargeting provides those extra touchpoints efficiently
It’s reported that:
Retargeted customers are 70% more likely to convert than new ones – likely a global stat, but applicable in our market too where trust builds over multiple exposures
Don’t be disheartened by an initial high drop-off rate:
It’s normal
Instead, set up a robust retargeting system as described:
The ad platforms (Facebook/Instagram, Google, etc.), the messaging channels (email, SMS, WhatsApp), and align the content to fix the specific hesitation at each stage (be it price, trust, convenience)
Competitive Advantage in Bangladesh
In Bangladesh, where e-commerce is in growth phase:
Those who do retargeting well will reap more conversions from the same traffic than those who don’t
It’s a competitive edge:
Many local SMEs aren’t leveraging it fully, so there’s room to jump ahead
Finally, always track and iterate:
- See which retargeting ads get people back
- Which offers work
- Refine
Use analytics:
E.g., check how many cart abandoners converted after receiving an email vs an ad
Optimize spend accordingly.
Final Insight
Fixing funnel drop-offs is like repairing a leaky boat:
- You can bail water (bring new traffic) endlessly
- Or you can patch the holes (retarget those who left) so you sail smoother
The latter is often:
More cost-effective and improves your overall ROI on marketing spend
So, implement these retargeting fixes:
And watch more of those potential customers return and complete their journey – making your e-commerce revenue grow and your customers satisfied that they came back and got what they wanted
Happy retargeting!
Stop Losing Customers to Cart Abandonment – Retarget Smarter Today
Every missed click is a lost opportunity. Don’t let potential customers slip away from your e-commerce store.
Contact KuiperZ today to schedule your free consultation.
Let’s work together to:
- Identify where your customers drop off
- Implement retargeting strategies that convert
- Turn hesitant visitors into loyal buyers
Reach out to KuiperZ now: [email protected]
Or call us directly: (+880)1335 12 13 60
Or visit us: kuiperz.io/contact
Together, let’s transform your e-commerce funnel into a revenue-generating engine that captures every opportunity.
