Ecommerce brands obsess over checkout optimisation.

Faster forms. Fewer fields. One-click payments.

But most brands are optimising the wrong moment.

The biggest opportunity isn’t at checkout — it’s before it.

Cart Abandonment Is Not Rejection

According to Baymard Institute research, average cart abandonment rates hover around 70%.

That sounds alarming — until you examine the reasons.

One of the most common causes?

“Just browsing” or “Not ready to buy yet.”

In other words, most abandonment isn’t about dislike. It’s about timing.

The Binary Problem: Buy Now or Leave

Many ecommerce stores force visitors into a binary decision:

• Buy now
• Close tab

But modern purchase journeys are rarely linear.

• Mobile discovery
• Desktop research
• Payday timing
• Gift-planning cycles

Without a “Save for Later” option, intent disappears when the tab closes.

Micro-Conversions Are the Real Growth Lever

A “Save” action is a powerful micro-conversion.

It signals:

• High product interest
• Consideration stage engagement
• Potential future revenue

Micro-conversions often predict macro-conversions.

When a user saves an item, they’re telling you:

“Not today. But maybe soon.”

Intent Capture Is More Valuable Than Session Conversion

Traditional ecommerce analytics focus on session-based metrics:

• Conversion rate
• Bounce rate
• Time on page

But in a multi-device world, purchase decisions span days or weeks.

“Save for Later” bridges that time gap.

Wishlist Data = Purchase Intent Signals

Saved items provide powerful insight:

• Which products generate aspiration
• Which SKUs trend seasonally
• Which price points attract saves vs purchases

That data can inform:

• Email campaigns
• Retargeting ads
• Stock planning
• Discount timing

“Save” Reduces Psychological Friction

Behavioural economics shows that forced decisions increase friction.

Giving customers a third option — save — reduces pressure.

Lower pressure increases:

• Positive brand perception
• Return visits
• Eventual purchase likelihood

Save Today, Purchase on Payday

Not every customer is financially ready in the moment.

Many consumers mentally categorise purchases:

• Immediate needs
• Future rewards
• Gift occasions

A “Save for Later” feature aligns with how real people budget.

Gift Planning Multiplies Revenue

When products are saved into shareable wishlists, something powerful happens:

• Friends see the product
• Family members discover it
• Gift buyers purchase it

One save can lead to multiple buyers.

Retention > One-Off Conversion

Acquiring traffic is expensive.

A save keeps your brand inside a customer’s consideration set — long after the initial session ends.

That extends lifetime value.

Why Brands Underestimate It

“Save for Later” feels secondary compared to checkout.

It doesn’t generate immediate revenue.

But it captures something more valuable:

Future purchase intent.

Where Wishr Fits In

Wishr extends the concept of “Save for Later” beyond a single store.

Instead of siloed, account-bound wishlists, Wishr allows customers to:

• Save items universally
• Share them socially
• Return when financially ready
• Drive additional gift-based purchases

For brands, this means:

• Increased visibility
• Extended product lifespan
• Higher probability of delayed conversion
• Access to high-intent audiences

Conclusion

Ecommerce isn’t just about closing the sale today.

It’s about capturing intent for tomorrow.

• Cart abandonment is often timing, not rejection
• Micro-conversions predict macro-conversions
• Saved items extend the purchase journey
• Wishlist data reveals buying intent

“Save for Later” may be the most overlooked lever in modern ecommerce.

The brands that capture intent — instead of forcing urgency — will win long term.