The checkout experience is one of the key factors for eCommerce success. We spoke to Shaun Broughton, Managing Director, APAC and Japan at Shopify to find out how you can create a great checkout experience, reduce abandoned carts and improve conversion.
Cost, an estimated delivery date or timeframe, and the options available such as standard, express and pickup. Show this on the product page and in the cart, not just at the final step. If you offer free shipping above a certain spend, make that threshold visible early so it works as an incentive.
More than half of Australians have abandoned a purchase in the past year because checkout was too long or complicated, so simplicity and visibility are key. Keep checkout short, ideally a single page, allow guest checkout, and show the full cost including shipping upfront. Offer express options like Shop Pay, Apple Pay and Google Pay alongside the payment methods your customers expect. Switch on abandoned-cart emails or SMS to recover sales you would otherwise lose.
A few clear choices help, but a long list of similar-looking options stalls a purchase decision. If a shopper has to compare cut-off times and prices just to tell two options apart, you have gone too far. Show the cost and delivery date for each and default to the option most people choose.
Trust messaging like security badges, shipping logos and delivery guarantees help alleviate common customer fears that often cause cart abandonment. Offer familiar accelerated payments like Shop Pay, PayPal and Apple Pay that customers already trust. Keep the checkout consistent with your branding and keep your returns policy and contact details within easy reach. Around one in six abandoned carts comes down to security concerns, so visible reassurance is worth the effort.
Surprise shipping fees, taxes or surcharges that only appear at the final step are the biggest culprit. Forced account creation, slow loading and too few payment options push people away as well. It’s important to be upfront about the total cost early and cut any step that is not essential.
Place a real test order yourself on both desktop and mobile. Then run through a refund and a cancellation. Ask a few people who have never seen the store to buy something and watch where they pause. Time the process and count the steps, if it feels long to you, it will feel longer to a customer.
It’s important to consider the differences in shopper behavior within a vertical. Accelerated checkout like Shop Pay lifts conversion by up to 50% compared with guest checkout. Buy now, pay later options such as Afterpay and Klarna suit fashion and beauty baskets. Subscriptions work well for food and other consumables, while customer reviews and shopper photos build confidence in fashion and beauty. Email and SMS flows, including abandoned-cart recovery, bring shoppers back. Product bundles and personalised recommendations lift both order value and repeat purchases.
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Writer and Editor
Ben Maher writes about eCommerce, business growth and logistics for Australian SMBs. His research-informed content has helped merchants improve their customer experience, acquisition and operational efficiencies, with a focus on how technology applications can improve business outcomes. His work draws on B2B industry insights, producing practical guidance for Australian SMBs looking to grow.
