Shopify abandoned checkout in 2026: email vs WhatsApp
Shopify's abandoned checkout email is free and can reach all customers. Since October 28, 2026, Shopify Messaging can also send WhatsApp abandoned-checkout messages, but only to opted-in marketing subscribers and at a per-message price. A WhatsApp app that sends from your own number is a third option.
By Mousa Alhelo, founder, E-SAFQA · Updated · 7 min read · How we write and test these guides
What is an abandoned checkout in Shopify?
An abandoned checkout is a checkout where the customer entered contact details but did not complete the purchase. It is different from an abandoned cart, where items were added but no checkout started. Our guide on abandoned checkout vs abandoned cart in Shopify explains the difference in detail. Recovery matters because the customer already told you who they are and what they wanted.
What does Shopify's own abandoned checkout email do?
Shopify can email customers who left a checkout. According to Shopify's Help Center page on marketing automations, abandoned-checkout emails are free, and you can switch the email automation to "All customers" rather than only subscribers. That makes email the widest net for recovery. Its limits are in the inbox: the message competes with promotions and may not be read the same day.
In December 2025, Shopify renamed Shopify Email to Shopify Messaging. Marketing automations that use its emails moved into the Shopify Messaging app on March 24, 2026, while other automations stay in Shopify Flow.
What do the new WhatsApp automations in Shopify Messaging need?
On October 28, 2026, Shopify released WhatsApp marketing automations. They include pre-built abandoned browse, abandoned cart and abandoned checkout flows, and you can add WhatsApp to custom automations in Messaging, then Automations.
- Consent: SMS and WhatsApp abandonment automations go only to marketing subscribers. Unlike email, they cannot be switched to "All customers". Turn on WhatsApp consent at checkout (available since September 10, 2026) and on Shopify Forms (since August 6, 2026) first, or the audience stays small.
- Cost: abandoned-checkout emails are free, but abandoned-checkout SMS and WhatsApp messages are billed per message. Shopify's table lists, for example, $0.100 per marketing message to Saudi Arabia and $0.076 to Mexico.
- Templates: Shopify submits the WhatsApp templates to Meta for you, but it says approval is not guaranteed.
- Category: Meta classes abandoned-cart reminders as marketing, so each message is charged at the marketing rate, and Meta's per-user marketing limits apply. Meta publishes no fixed number for that limit.
- Setup: you need a WhatsApp Business Account connected through Meta's Embedded Signup.
What does a WhatsApp app like WhatsApp Pilot do differently?
WhatsApp Pilot is a Shopify app that sends from your own WhatsApp number, linked like WhatsApp Web. It needs no WhatsApp Business API account and has no per-message fee from us. Pro is a flat USD 15 per 30 days.
Its abandoned checkout reminder can include an optional discount or free shipping offer, and you choose the timing: immediately, after 6 hours, 1 day, 2 days or a custom delay. Message history lists what was sent. The trade-off is that it is not the official WhatsApp Business Platform, so there are no Meta-approved templates, and teams that must use the official route will prefer Shopify Messaging or another Platform app.
Which should you choose? A decision table
These channels are not exclusive. You can keep the free email as a baseline and add WhatsApp as a second channel. If you add WhatsApp, decide first how you will handle consent and your country's rules; our guide on WhatsApp marketing consent for Shopify covers that.
| Shopify abandoned checkout email | Shopify Messaging WhatsApp | WhatsApp Pilot | |
|---|---|---|---|
| Channel | WhatsApp, official Platform | WhatsApp, your own number | |
| Who it can reach | All customers, or subscribers only | Opted-in marketing subscribers only | Customers whose order has a phone number |
| Cost | Free | Per message, on your Shopify bill | No per-message fee from us; Pro USD 15 per 30 days |
| Setup | Built in | WhatsApp Business Account, Meta approval of templates | Link your number by QR code |
| Offer in the message | Email content you design | Within Meta-approved template formats | Optional discount or free shipping offer |
| Good fit | Every store as a baseline | Stores that want official campaigns and one bill | Stores that want a flat price and their own number |
How do I set up recovery step by step?
- Keep the Shopify abandoned checkout email on. It costs nothing and reaches the widest audience.
- Decide whether you want WhatsApp through Shopify Messaging, through a Platform app, or from your own number.
- If you use Shopify Messaging, turn on WhatsApp consent at checkout and on Forms before the automation, then check template approval in Meta.
- If you use WhatsApp Pilot, install it from https://apps.shopify.com/whatsapp-pilot, link your number and set the reminder timing and optional offer.
- Review results after a few weeks of orders, not days, and compare recovered orders in Shopify, not message counts.
Frequently asked questions
Does Shopify send abandoned checkout emails automatically?
Yes. Shopify's abandoned-checkout email automation is free, and you can set it to reach all customers instead of only subscribers.
Can Shopify send abandoned checkout messages on WhatsApp?
Yes, since October 28, 2026, through Shopify Messaging. It goes only to marketing subscribers who opted in to WhatsApp, and each message is billed.
Is the WhatsApp abandoned checkout message free in Shopify?
No. Abandoned-checkout emails are free, but SMS and WhatsApp messages are billed per message, with rates that depend on the customer's country.
Why is an abandoned-cart WhatsApp message a marketing message?
Meta's template rules classify abandoned-cart reminders as marketing, even if the customer asked for them, so they are charged at the marketing rate.
Should I use email or WhatsApp for abandoned checkouts?
Start with the free email, then add WhatsApp where your customers use it. Compare recovered orders in Shopify to see whether the extra channel pays for itself.
Does WhatsApp Pilot send abandoned checkout reminders?
Yes, with Pro. It sends from your own WhatsApp number, with an optional discount or free shipping offer and timing from immediately to a custom delay.
Ready to put WhatsApp to work on your store?
Start with the free widget. Upgrade to Pro for order and shipping messages, cart recovery, repeat-purchase codes, the smart product button, back-in-stock alerts and Product Demand.