[_fjg8]

Cart abandonment is a big problem in ecommerce, reducing cart abandonment is an entire field of business.

https://www.shopify.com/blog/shopping-cart-abandonment

"According to Baymard Institute, 70.19% of online shopping carts are abandoned. Think about that. For every 100 potential customers, 70 of them will leave without purchasing. How much would your revenues increase if you were capturing those sales instead of losing them?"

Honey provides value to merchants because it reduces cart abandonment: it's easy for Honey to argue that without Honey these sales would not have completed and therefore Honey deserves the commission on the sale.

Even in cases where Honey didn't find a discount, Honey can argue that by searching for coupons on behalf of the user the user gains confidence that the price they're paying is the best price and that's why they complete their purchase.