Unknown to you, the shop owner, customers are visiting your shop all of the time, placing items in their carts and then leaving without making a purchase. You will never know this is happening without this contribution. It tracks these potential customers and places an entry in your admin section. You can then review the entries and, if you want, send them an email. The email comes included in the contribution and most customers who receive it are impressed by the concern it shows for them. Many times, this leads to additional sales. This is a very important but often overlooked contribution.