Field notes · 2 April 2026
Defining “add to cart” when your app has three carts
How mismatched cart definitions distort conversion funnel analysis for commerce applications with wishlist, buy-later, and active cart states.
Commerce applications often maintain an active cart, a saved-for-later list, and a wishlist that marketing still calls a “cart” in campaign reports. Conversion funnel analysis then compares incompatible steps.
A working definition we use in reviews
We ask clients to pick one operational definition for the engagement:
- Intent signal: item enters any holding place.
- Purchase-ready cart: item sits in the bag that can reach checkout without another move.
- Checkout start: shipping or identity form appears.
Only one of these belongs in the primary funnel for a given review. The others become side notes.
Why it matters in Korea’s multi-brand marketplaces
Sellers sharing a marketplace shell sometimes inherit wishlist events from the parent app. Counting those as cart adds inflates the top of the funnel and makes checkout look weaker than it is. Align definitions in a funnel mapping workshop before you commission heavier analysis.