How do I follow up with shoppers who abandoned their cart on Squarespace?
Who this is for: Squarespace store owners and the people who run marketing and sales for them.
What you'll learn: where Squarespace's own recovery email stops, how Bread & Butter sees the shoppers who leave before checkout, how to get their email earlier, and how completed orders are tied back to the journey that led to them.
Squarespace's abandoned checkout recovery only knows who a shopper is once they've typed their email into the checkout form. The shopper who browsed six product pages, opened their cart and left before checkout is exactly the person you most want to follow up with, and to your store they were never there.
In short: Squarespace can only follow up with shoppers who reached checkout and entered their email. Bread & Butter records the journey from the first visit, scores it as it happens, asks for the email earlier through one-click sign-in and your existing forms, and gives your team a researched profile with the whole journey attached, so follow-up starts with someone you can name and a reason to write.
Where Squarespace's recovery stops
Squarespace's abandoned checkout recovery applies once shoppers "enter an email address in the first checkout field".
So the recovery email is really an abandoned checkout email. It reaches the shopper who got to the last step and stopped. It can't reach the shopper who left one page earlier, because there's no address to send it to and no record they were there.
Bread & Butter can't see inside Squarespace's checkout either. Squarespace doesn't allow any added code on its checkout pages, so nothing, ours included, can read the email field as a shopper types it. That's why the answer is to ask for the email earlier, on your own pages.
What Bread & Butter sees that your store doesn't
Bread & Butter starts recording on the first visit, before anyone has told you who they are: every page viewed, every return visit, the campaign that brought them in, the product they kept coming back to, and the moment they opened their cart.
Focused Score runs from that first visit too. A shopper who has viewed a product three times, opened the cart and left is scoring high long before they reach checkout, and appears on your Focused Tab with the whole journey attached.
You can't email them yet, because they haven't given you an address. But you can see how many serious shoppers there are, what they wanted and where they came from, and the journey is waiting for the moment they do tell you who they are.
Getting the email before checkout
Squarespace asks for an email at the very last step. Bread & Butter asks earlier, in ways a shopper is far more likely to say yes to:
- Subscription Booster: a newsletter or offer sign-up that appears after a visitor has shown interest. See Subscription Booster
- Content Gate Preview: a size guide, lookbook or care guide unlocked with one click. See Content Gate Preview
- Form Booster: one-click sign-in added to the forms you already have. See Form Booster
The moment a shopper signs up, their profile is researched and everything Bread & Butter recorded beforehand is already attached. So when they leave with a full cart a week later, you're looking at a named person with their full browsing history, not a blank record.
When an abandoner comes back
Shoppers who leave often return, and a return visit is one of the strongest buying signals there is. When a known shopper comes back, the new visit joins their journey and your team is alerted on the mobile app, in Slack or in your CRM while they're still on the site.
The person who left their cart on Tuesday is back on the same product page on Friday. That's no longer a cold follow-up. It's a warm one, with timing on your side.
The follow-up
If you've connected your CRM or Slack, the Intelligence Brief for that shopper arrives when their visit ends, no later than an hour after their last activity. It carries the journey, the products they looked at, the research on who they are and three outreach starters, so your team knows what to say.
If you'd rather send from Bread & Butter, a draft is waiting in your Nurture Action Queue, ordered by Focused Score so the shoppers most likely to buy are at the top.
Connecting completed orders back to the journey
Add the order confirmation snippet from your Squarespace settings in Bread & Butter to your Order Confirmation page. It records each completed purchase with the buyer's email and ties it to the full browsing history that led to it, including visits from before they ever gave you an email.
That closes the loop on attribution, so you can see which campaigns brought buyers rather than just visitors. Mark buyers Won/Closed and Focused Score gets sharper at spotting the next shopper who looks like them.
See How do I know who is buying on my Squarespace store, and what brought them there?
What this adds up to
Squarespace's recovery email catches the shoppers who nearly finished. Bread & Butter shows you the ones who nearly started, gets their email earlier, tells you when they come back, and gives your team a researched reason to reach out.