DTC 344: Shopify

Shopify’s One-Page Checkout

🏃 The faster, the better

When it comes to the checkout, businesses tend to implement the fastest process possible, so customers spend less time on shipping details and more time raving about the brand on their socials.

Shopify understands this and has already given some merchants access to their new one-page checkout. ✨

The full rollout of the one-page checkout will bring one of the highest converting checkout processes to the Shopify family of merchants, but how do you know if fast checkout is right for your business? 

Let’s discover when it’s best to speed things up or slow things down.

🤷 What’s all the hype about?

A one-page checkout compiles all of the steps from the traditional multistep checkout process into a single page with the “Pay Now” call-to-action button at the bottom. 

This means less time loading and more time converting. 💡

Keep checking your Shopify admin to see when it becomes available for your business to enable. For a live example of the one-page checkout, look at this flashy checkout from Shopify’s merch store.👇

Notice how the delivery and payment information is all tightly packed into one convenient page to scroll through? Say goodbye to the back button and breadcrumb trails taking up valuable screen space!

📊 The data to back it up

Checkout preferences will vary from region to region, but Capterra outlines some data from 2022 that business owners and marketers should be aware of. Some key takeaways from US markets are:

  • Two in three consumers expect checkout to be four minutes or less
  • 82% abandoned their carts because account registration was too complicated
  • 28% expect checkout to be two minutes or less

In European markets, checkouts are generally longer while customers are still demanding faster checkout processes. According to Stripe:

  • 78% of consumers are more likely to complete a purchase through one-click checkout options, such as Apple Pay or Google Pay
  • More than 80% of customers in Poland, Sweden, Germany, and Spain said they would be more likely to complete a purchase if one-click checkouts were offered
  • One-click checkout is less popular in the UK and France, where 62% and 57% respectively, preferred one-click checkout options

From all of that data, it’s safe to assume that fast and intuitive checkouts are the way to go in the contemporary ecommerce landscape. 

However, let’s go the extra mile and examine some scenarios where a one-page checkout may not be ideal for your business. 

📐 One size fits all?

In some cases, the ordering process can be more difficult. For example, buying specific vehicle parts or building materials with exact measurements can be exhausting! 

Even businesses with a high average order value (AOV) need to make extra considerations when implementing a one-page checkout. 

Put yourself in the shoes of your customer. Imagine ordering seven items with unique dimensions and part numbers, only to click impulsively through the checkout to see the final order confirmation page. 😲

Having spent potentially hundreds of dollars, they may second guess their selection and doubt that they’ve got everything right. Without a second review of each item before confirming payment, they are left with more questions than solutions. 😭

🙌 Rollout

With the many benefits of faster checkout, it’s always best to test when possible and make every change with the data to back it up and your consumers in mind.

Once Shopify rolls the feature out to all merchants, will you hop on the hype train for one-page checkouts? 

Let us know what you think of the new one-page checkout in a reply!

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