Abandoned-cart emails that show the product your customer left behind

How a Dutch webshop added product images and links to its email flows through server-side GTM, without extra work for its developers.

Client Dutch webshop
Services Server-Side Tagging
Tools sGTM, Firestore, Klaviyo
Reading time 4 min

The situation

A Dutch webshop with a large product catalogue uses Klaviyo for its abandoned-cart and browse-abandonment emails. Those flows are among the most valuable emails a webshop sends, because they reach people who were one step away from buying.

 

What went wrong

Klaviyo received each cart event with an item ID only. It had no way to look up the product name, image or page link. So every reminder email looked the same: “You left something in your cart”, with no picture of the actual product.

The obvious fix was to add all product details to the website dataLayer. That would have meant extra work on every page template, and a heavier dataLayer to maintain with every catalogue change.

 

What we build

1 Channable → Firestore
Product data in a fast lookup store The webshop already kept its product feed in Channable. A Cloud Function copies that feed to Firestore every day.
2 Firestore → sGTM
Enrichment in server-side GTM When a view_item, add_to_cart or begin_checkout event reaches the server container, it looks up the item ID in Firestore and adds the image, URL and description.
3 sGTM → Klaviyo
A custom Klaviyo template No standard tag covered this use case, so we built a server-side template that sends the enriched events to Klaviyo.
4 Consent check
Consent before sending The server container checks the visitor’s consent before any event leaves for Klaviyo.

What it delivered


Every abandoned-cart email now shows the product the customer looked at, with its image and a direct link back. The website dataLayer stayed small, so the development team kept its focus on the shop itself.
Before
Your cart is waiting
You left something in your cart
No product image
Come back and complete your order. Back to cart
After
Still thinking about this one?
The product you looked at
Product name, image and short description, straight from the product feed. View product

 

What you can take from this

If your email or ad platform receives product IDs only, check where the missing details already live. In most webshops that is the product feed. Enriching events on the server with that feed keeps your website simple, and placing the consent check in the same container gives you one place to control what leaves your site.

What could server-side enrichment add to your emails?

We look at the events your email and ad platforms receive today, and what is missing.

Server-Side Tagging

Control what leaves your site and enrich it on the way. 

Read more

Data Collection

A DataLayer and tag setup that stays right. 

Read more
2026-06-02 DIGITAL MARKETING FESTIVAL 0041
Contact details

Cloud Nine Digital
Johann Siegerstraat 24
1096 BH
Amsterdam, Netherlands

T: +31 (0)20 787 1323

E: info@cloudninedigital.nl


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