Alex is making purchases on your e-commerce. He placed three products in his cart and, while surfing, he finds an item that he considers perfect as a birthday present for his father who lives in another country.
Satisfied, he adds this to the cart as well, while thinking of his father's happiness when he would unexpectedly receive the gift.
But when he’s about to end payment, he realizes that he can’t make one order and select two different shipping addresses. He’s forced to take away his father's gift from his cart and plan to make a new order later. As soon as he has 5 minutes, he thinks, maybe later, maybe the next day.
Maybe never, as is often the case. Because in the meantime he will find a similar product on another e-commerce, or maybe he will find it at a better price in another store, who knows.
Whatever the reason, in fact, a product removed from the order is a lost sale that will hardly be recovered.
Now imagine that Alex chose to remove his products and buy only the gift for his father. In this case, the economic loss would not be of a product but three. And imagine that this situation in your e-commerce occurs several times over a week or a month. How many sales are you already losing without even knowing it?