Land. Measure. Expand.
Land via the existing Cart Recovery base, measure the lift against a control group, then attach the rest of the stack on a measured ROI relationship.
Market context
~70% of online shopping carts are abandoned on average (70.22% aggregate of 50 studies, 2006-2025).
Of non-browsing US shoppers who abandon, 39% cite extra costs (shipping/tax/fees) as too high and 8% a declined card; a separate 43% abandon because they were “just browsing” - a structurally unrecoverable segment.
India e-retail reached ~$60B GMV in 2024 with 270M+ online shoppers, and is projected at $170-190B GMV by 2030 - the world's 2nd-largest e-retail market.
ICP - land first
Who buys - and the one line for each
“More revenue, zero effort.”
“Recover the high-intent drop-offs you're losing.”
“Incremental revenue, measured against a control group.”
“Self-serve Skill, no lift, suppression keeps it safe.”
Pricing - two hypotheses
Control-measured. “You only pay on money we provably recovered.” Self-funding.
Free tier drives adoption; premium for voice, AI & control-group analytics; channel pass-through.
CTO decision: replace the current Cart Recovery, or sit as a premium tier above it?
Launch sequence
Market stats web-verified (June 2026): Baymard, NPCI, Bain-Flipkart, Unicommerce, GoKwik. “Up to 4%” is Cashfree's own Cart Recovery claim.