Retargeting mechanisms landscape in Ecommerce
Explore the current privacy environment and available mechanisms to maximize second chances at converting customers in ecommerce.
Retargeting mechanisms landscape in Ecommerce
Your store's sales are a function of how well you can take visitors and either:
- immediately convert them to purchase
- bring them back for a second attempt at converting them
This quick article focuses on available mechanisms within the current privacy environment which allow you to maximize the number of second chances you get.
(Market share graph of browsers would be displayed here - Edge is Chrome)
User doesn't provide PII, direct traffic.
| Chrome (US) | Chrome (EU w/ Opt In) | Works in Safari | Works in Safari ATP | |
|---|---|---|---|---|
| Klaviyo / ESP | ❌ | ❌ | ❌ | ❌ |
| Wunderkind / Retention.com style identity networks | ✅ US Only | ❌ | ❌ | ❌ |
| Ad Platforms (Meta, Google, etc) | ✅ Time limited, 3rd party cookies are being phased out. | ✅ Time limited, 3rd party cookies are being phased out. | ❌ | ❌ |
| Recover Sales | ✅ WoM traffic | ✅ WoM traffic | ✅ WoM Traffic | ✅ WoM Traffic |
Traffic from advertisement, doesn't provide PII
| Chrome (US) | Chrome (EU w/ Opt In) | Works in Safari | Works in Safari ATP | |
|---|---|---|---|---|
| Klaviyo / ESP | ❌ | ❌ | ❌ | ❌ |
| Wunderkind / Retention.com style identity networks | ✅ US Only | ❌ US Only | ❌ | ❌ |
| Ad Platforms (Meta, Google, etc) | ✅ US Only | ✅ Doesn't require opt in w/ CAPI | ✅ Doesn't require opt in w/ CAPI | ✅ w/ CAPI Integration |
| Recover Sales | ❌ | ❌ | ❌ | ❌ |
If the user provides PII, standard Email/SMS (and potentially ad platform for extra reach) there is no reason to use additional retargeting platforms.
Cross Site Tracking
Another way of looking at these different mechanisms is understanding which rely on cross site tracking of some type in order to power their retargeting efforts. Some brands may not be willing to leverage these technologies on more privacy sensitive customers:
| Platform | Tracks Cross Site? |
|---|---|
| Klaviyo / ESP | ❌ |
| Wunderkind / Retention.com style identity networks | ✅ |
| Ad Platforms (Meta, Google, etc) | ✅ |
| Recover Sales | ❌ |
Pricing Model
| Fixed Cost + Usage | Usage-Only | Outcome | |
|---|---|---|---|
| Klaviyo / ESP | ✅ (Free tier is too small for most brands) | ❌ | ❌ |
| Wunderkind / Retention.com style identity networks | ✅ (Unconfirmed) | ❌ | ❌ |
| Ad Platforms (Meta, Google, etc) | ❌ | ✅ | ✅ If using a conversion bid type |
| Recover Sales | ❌ | ❌ | ✅ |
Conclusion
Each of these tools has a role to play as you ensure you maximize your brand's second chances at converting customers. We assume most brands already have an ESP and are running ads for their business so neither of those mechanism are new to you. As for the other two here's our take:
- Identity Networks - Claim massive ROI but seem to ask for an upfront commitment from brands they work with. Likely worth a try, but highly susceptible to changing browser privacy guardrails that will limit their effectiveness in the future.
- Recover Sales - You will only pay a portion of the sales directly attributable to the tool so it's all upside for you. If you also use an identity network you can configure your recovery communications to not "double up" if so desired so they are entirely compatible. We're taking on limited beta partners who get 6 months free - sign up here.
This does not constitute any legal advice and is for informational purposes only.