diff --git a/addons/website/static/src/snippets/s_popup/000.js b/addons/website/static/src/snippets/s_popup/000.js
index 63b902ebadc..99b628d987b 100644
--- a/addons/website/static/src/snippets/s_popup/000.js
+++ b/addons/website/static/src/snippets/s_popup/000.js
@@ -72,6 +72,7 @@ const PopupWidget = publicWidget.Widget.extend({
     selector: '.s_popup',
     events: {
         'click .js_close_popup': '_onCloseClick',
+        'click .btn-primary': '_onBtnPrimaryClick',
         'hide.bs.modal': '_onHideModal',
         'show.bs.modal': '_onShowModal',
     },
@@ -174,6 +175,19 @@ const PopupWidget = publicWidget.Widget.extend({
             this._showPopup();
         }
     },
+    /**
+     * Checks if the given primary button should allow or not to close the
+     * modal.
+     *
+     * @private
+     * @param {HTMLElement} primaryBtnEl
+     */
+    _canBtnPrimaryClosePopup(primaryBtnEl) {
+        return !(
+            primaryBtnEl.classList.contains("s_website_form_send")
+            || primaryBtnEl.classList.contains("o_website_form_send")
+        );
+    },
 
     //--------------------------------------------------------------------------
     // Handlers
@@ -185,6 +199,14 @@ const PopupWidget = publicWidget.Widget.extend({
     _onCloseClick: function () {
         this._hidePopup();
     },
+    /**
+     * @private
+     */
+    _onBtnPrimaryClick(ev) {
+        if (this._canBtnPrimaryClosePopup(ev.target)) {
+            this._hidePopup();
+        }
+    },
     /**
      * @private
      */
diff --git a/addons/website_mass_mailing/static/src/snippets/s_popup/000.js b/addons/website_mass_mailing/static/src/snippets/s_popup/000.js
index e202297d200..85c70f9e509 100644
--- a/addons/website_mass_mailing/static/src/snippets/s_popup/000.js
+++ b/addons/website_mass_mailing/static/src/snippets/s_popup/000.js
@@ -22,6 +22,15 @@ PopupWidget.include({
         }
         return this._super(...arguments);
     },
+    /**
+     * @override
+     */
+    _canBtnPrimaryClosePopup(primaryBtnEl) {
+        if (primaryBtnEl.classList.contains('js_subscribe_btn')) {
+            return false;
+        }
+        return this._super(...arguments);
+    },
 });
 
 export default PopupWidget;
diff --git a/addons/website_sale/__manifest__.py b/addons/website_sale/__manifest__.py
index bee8dc42a43..a44e0de3640 100644
--- a/addons/website_sale/__manifest__.py
+++ b/addons/website_sale/__manifest__.py
@@ -32,6 +32,7 @@
         'views/snippets/snippets.xml',
         'views/snippets/s_add_to_cart.xml',
         'views/snippets/s_dynamic_snippet_products.xml',
+        'views/snippets/s_popup.xml',
         'views/res_config_settings_views.xml',
         'views/website_sale_visitor_views.xml',
         'views/website_base_unit_views.xml',
diff --git a/addons/website_sale/static/src/snippets/s_popup/000.js b/addons/website_sale/static/src/snippets/s_popup/000.js
new file mode 100644
index 00000000000..557c7bd9da6
--- /dev/null
+++ b/addons/website_sale/static/src/snippets/s_popup/000.js
@@ -0,0 +1,25 @@
+/** @odoo-module **/
+
+import PopupWidget from 'website.s_popup';
+
+PopupWidget.include({
+
+    //--------------------------------------------------------------------------
+    // Private
+    //--------------------------------------------------------------------------
+
+    /**
+     * Checks if the given primary button should allow or not to close the
+     * modal.
+     *
+     * @override
+     */
+    _canBtnPrimaryClosePopup(primaryBtnEl) {
+        return (
+            this._super(...arguments)
+            && !primaryBtnEl.classList.contains("js_add_cart")
+        );
+    },
+});
+
+export default PopupWidget;
diff --git a/addons/website_sale/views/snippets/s_popup.xml b/addons/website_sale/views/snippets/s_popup.xml
new file mode 100644
index 00000000000..31c75a03626
--- /dev/null
+++ b/addons/website_sale/views/snippets/s_popup.xml
@@ -0,0 +1,10 @@
+<?xml version="1.0" encoding="utf-8"?>
+<odoo>
+
+<record id="website_sale.s_popup_000_js" model="ir.asset">
+    <field name="name">Popup 000 JS Website Sale Override</field>
+    <field name="bundle">web.assets_frontend</field>
+    <field name="path">website_sale/static/src/snippets/s_popup/000.js</field>
+</record>
+
+</odoo>