Abstract: Analyzing incomplete transactions may be used to improve an online retailer's ability to market and sell items, such as products and/or services. A transaction may begin by a user selecting an item to be added to a virtual shopping cart. Data related to the item and the pending transaction may be stored in a data structure. If a transaction is not completed, the data may be used to determine a context of for the incomplete transaction. Based on the context, a report may be generated. In some instances, a feedback feature, such as a pop-up window, may be provided to the user if the user removes the item from the shopping cart.