Alex is making purchases on your e-commerce. He placed three products in his cart and, while surfing, he finds an item that he considers perfect as a birthday present for his father who lives in another country.
Satisfied, he adds this to the cart as well, while thinking of his father’s happiness when he would unexpectedly receive the gift.
But when he’s about to end payment, he realizes that he can’t make one order and select two different shipping addresses. He’s forced to take away his father’s gift from his cart and plan to make a new order later. As soon as he has 5 minutes, he thinks, maybe later, maybe the next day.
Maybe never, as is often the case. Because in the meantime he will find a similar product on another e-commerce, or maybe he will find it at a better price in another store, who knows.