How to Set Up Abandoned Cart Workflows in HubSpot

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When running an ecommerce store, a certain level of cart abandonment is inevitable. Rather than treating these instances as lost sales, use them as an opportunity to re-engage potential customers and guide them back to complete their purchase.

Setting up an abandoned cart workflow in HubSpot enables you to nurture interested shoppers and encourage them to return to your site and finish checkout. In this guide, we’ll cover everything you need to create and optimize your own HubSpot cart abandonment workflow—so you can recover more revenue and drive additional sales.

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How to Set Up Abandoned Cart Workflows in HubSpot

1. Integrate HubSpot with Your Ecommerce Platform

Before building your workflow, connect your ecommerce platform to HubSpot. The exact steps vary depending on your platform, but many integrations are straightforward.

For example, Shopify automatically syncs your store data and applies HubSpot’s smart tools to reveal deeper insights into customer profiles and purchasing behavior. It also adds all cart abandoners to a dedicated contact list, simplifying the rest of the workflow setup.

2. Create Cart Abandonment Customer Lists

Next, create a cart abandonment list—unless you’re using Shopify, which generates one automatically.

Go to the HubSpot navigation menu and select Contacts > Lists. On the Lists page, click the blue “New List” button. Use contact properties to filter for shoppers who have abandoned items in their carts: contact properties > abandoned cart indicator > is equal to > yes.

When naming the list, choose the “smart” option so it updates automatically as new abandoners are added.

3. Craft Your Cart Abandonment Emails in HubSpot

With your contact list ready, create a sequence of nurturing emails to guide recipients toward conversion.

Focus on personalized, compelling subject lines that boost open rates, while also optimizing the email body, design, and CTA to encourage clicks and purchases.

Send the first email within a couple of hours of cart abandonment. Follow up with up to three additional emails (only until the customer converts): the second after 24 hours, the third after 48 hours, and the fourth after 72 hours.

Include product images to remind shoppers what they liked, along with reviews and suggested complementary items. Add a clear CTA that takes them straight back to the product page—avoid sending them to the homepage, where they may lose interest.

Consider offering a special discount or free shipping in later emails. In 2026, high shipping costs account for 44 percent of abandoned carts, making this incentive particularly effective. Save each email for automation so you can assign it within your workflow.

4. Create Your Abandoned Cart Workflow

With your emails and contact list prepared, build the workflow.

Set the enrollment trigger to list membership and select the cart abandonment list created earlier. Add a 1–2 hour delay before sending the first email, then configure the remaining emails at the intervals outlined above. Once activated, HubSpot will automatically send each message until the customer completes their purchase.

Building a nurturing campaign in HubSpot is straightforward and remains one of the most effective ways to recover lost sales.

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