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Exponentially grow your sales using shared cart

Rodrigo Cunha
Rodrigo Cunha
Created at
3/25/2019

The shared cart in a functionality that allows more than one customer to add, remove or update items and information in the cart.

For your client, the shared cart translates to ease of purchase. To your store, it brings:

  • More sales opportunity
  • Less logistics effort
  • A unified product flow

Every cart created in a VTEX store now has a unique ID called orderFormId, which is the new URL checkout parameter that identifies the cart, allowing the URL of each cart to be shared amongst users, which in turn can see, add or remove items, or even pay for the order.

Any information belonging to users that are already registered on that platform (whose data is automatically filled in at checkout) is protected: only the owner of that information can access it, after logging in to the store.

Hence, cart payment continues to be executed by one person, whose information stays secure, since profile and delivery data is only visible to the user that created the cart. To all other users, this data is hidden.

Changes in the checkout URL

The shared cart feature is optional and doesn't impact stores that haven't made use of it.

To use this funtionality, simply insert the orderFormId parameter (also called querystring) containing the ID of desired cart. The cart ID can be obtained together with the checkout APIs - made easy through the use of VTEX.js.

  • default URL: http://www.site.com/checkout/#/cart

  • URL for sharing: http://www.site.com/checkout/?orderFormId=31155bb8fd6944c99829c171aa8ed5c4#/cart

The _querystring_ (?orderFormId=...) should be placed before the "hash" (#/cart).

Please note that when inserting new parameters, URL based page tracking may be affected, so that you may need to adjust it in order to continue seeing the same pages as those from checkout.

A known change is that of the URLs responsible for the Google Analytics conversion funnel, because it only takes into account the URLs which the customers browsed. For a funnel that is compatible with addional parameters, check out the updates rules in our article about how to set up a sales funnel in Google Analytics.

Other scenarios should be checked with marketers and service providers who provide this type of page tracking.

Use cases

Cross device purchases

As new devices with internet access become more and more popular, a client's journey takes place using various types of devices. The "mobile first" strategy gave rise to the basic need for responsiveness based on screen size, making cross device data continuity a fundamental aspect of interactions between different users sharing the same online shopping cart. As such, the functionality of the shared cart solves the question of multichannel complementarity through the Omnichannel strategy.

To stores belonging to the Grocery market segment, the need for this functionaliy is more evident due to the average product quantity per order. The journey of an everyday grocery customer begins with a mobile device at home, continues by adding selected products using a tablet, and is completed at the end of the day using a desktop computer.

Purchases in B2B and B2B groups

A corporate purchase usually involves demands from several teams, even if just one user is authorized to finalize the order.

This scenario is very common in stores that handle B2B, and could be used as a low degree customization alternative.

The shared cart allows the purchasing process to be started by the responsible for finalizing the order, while at the same time allowing the other teams that are part of the group and that have the URL to add their desired products. At the end of the purchasing process, the responsible user would validate the products that were added to the cart and finalize the order, filling in payment and shipping details.

Another similar use case is the group purchase of delivery food. The shared cart functionality allows each group member using the same URL, to select the desired food options on their own mobile device, thereby avoiding centralizing responsibility to just one individual but increasing the order value by allowing the process to add new items to the cart.

To finalize the process, paymant may also be shared using the pay using more than one card option.

Wishlist and Gistlist

Wishlists or gift lists can be enabled using the native Giftlist functionality. However, user authentication is mandatory with this functionality, in order to be able to save your product lists.

The shared cart functionality makes the creation of a shareable product list without mandatory user authentication possible, reducing friction on the customer's purchasing journey.

Assisted Sale

The customer support team will make use of the functionality during the assisted sales process, in which the customer (either having ongoing purchases or not) can contact support to allow them to view and edit their cart.

The customer can then finalize payment, having included all the support team's updates.

Example cart

Shareable cart examples can be created for special events such as Christmas, New Years, or other occasions. This functionality facilitates the customer's decision making process and can lead to customers being encouraged to purchase strategic products for their business.

To activate this feature, just create a cart, add the desired products and share your URL through campaigns on your store's communication channels.

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