7 out of every 10 times someone adds products to a shopping cart, they don’t actually proceed with the payment.

Shopping cart software often has a feature called “cart recovery” that prompts people to complete their purchase if they are part of that 70%. However, it requires the customer to have at least put their email in during the checkout process they didn’t fully complete.

It is common for these entered email address to be stored for marketing/spam emails. A bit of a grey area legally actually.