How Wildgrain Increased Their Abandoned Checkout Flow Revenue by 6x
Introduction
Abandoned checkouts are one of the biggest revenue drains for ecommerce brands, costing billions annually. Wildgrain, the first subscription box offering bake-from-frozen sourdough bread, fresh pasta, and pastries, was no exception. Despite their high-quality products and loyal customer base, they struggled with the same challenge many brands face—shoppers leaving checkout unfinished.
Even with irresistible incentives like free croissants for life (a $144 annual value), free delivery, and a no-commitment subscription, Wildgrain couldn’t recover as much revenue from abandoned carts as they had hoped.
Wildgrain had already been using Littledata for over four years first to fix their Google Analytics tracking and improve the first-party data tracked in Meta CAPI. Building on that solid foundation, they enabled Littledata's Klaviyo integration to fine-tune their abandoned checkout recovery strategy. The result? A stunning 6x increase in revenue from their Checkout Abandonment flow.
Challenge
Like many DTC (direct-to-consumer) brands, Wildgrain relied on Klaviyo for their abandoned checkout email campaigns. However, they quickly realized a key limitation: Klaviyo’s default “Checkout Started” event only triggers when a customer enters their email address at checkout.
This created two major challenges:
- Missed Opportunities – Shoppers who started checkout but didn’t provide an email address couldn’t be retargeted.
- Incomplete Data – Without tracking all checkout initiations, Wildgrain couldn’t fully understand the scope of the problem or improve their strategy.
To turn things around, Wildgrain needed a solution that would let them track every shopper who started the checkout process—whether or not they submitted an email address.
Key Wins
+600%
increase in revenue from their Checkout Abandonment flow.
+400%
boost in revenue per recipient in Klaviyo campaigns.
Solution
To address these challenges, Wildgrain implemented Littledata’s Klaviyo Integration, unlocking advanced tracking capabilities and identity resolution to elevate their abandoned checkout recovery efforts.
Complete Checkout Tracking
Littledata’s integration captures the “Checkout Started” event as soon as a customer lands on the checkout page—even before they enter an email address. This enabled Wildgrain to track 100% of checkout initiations, giving them a much larger audience to retarget and recover lost sales.
Overcoming Browser Limitations with PersistentID
Modern browsers often block traditional tracking methods, but Littledata’s PersistentID solved this problem. It uses a server-side device graph to create unique identifiers for users, even when cookies or browser-based tracking fails. Thanks to this feature, Wildgrain could track and retarget shoppers who didn’t provide an email address.
Real-Time Event Delivery
Littledata sends checkout events to Klaviyo in real time, allowing Wildgrain to act fast. This quick response kept potential customers engaged while their intent to purchase was still fresh.
Results
With Littledata’s identity resolution and real-time event triggers, Wildgrain achieved remarkable results:
- A 6x increase in revenue from their Checkout Abandonment flow.
- A 4x boost in revenue per recipient in Klaviyo campaigns.
By simply capturing every checkout initiation, Wildgrain expanded its retargeting audience and recovered significant revenue—all without changing its email copy or creative. This also gave them deeper insights into customer behavior, helping refine their marketing strategy for long-term growth.
Over the almost five years that we've worked with Littledata, I've been consistently impressed with their innovative solutions to pain points that many DTC brands experience. When we first onboarded Littledata, we used them to fix our Google Analytics tracking for Recharge orders, then we added their Meta CAPI solution, and now their Abandoned Checkout solution. I can't wait to see which pain points they tackle next - thank you David and the rest of the Littledata team! - Ali Mooradian, VP of Marketing @ Wildgrain
Conclusion
Abandoned checkouts are a universal challenge for DTC brands, but they’re also a major opportunity. Wildgrain’s success shows how the right tools can transform a common problem into a huge win.
With Littledata’s Klaviyo integration, Wildgrain was able to:
- Track 100% of checkout activity, closing the gaps left by traditional tools.
- Act faster, retargeting potential customers while their intent to purchase was still high.
- Recover more revenue, without making changes to their campaign messaging or creative.
Wildgrain’s experience is a reminder that small improvements in data tracking can lead to big wins. For any ecommerce brand looking to scale, the lesson is clear: better data means smarter decisions—and bigger results.
