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Checkout is the final hurdle that can stop a sale in its tracks. When it’s fast, low-friction, and convenient, a shopper is more likely to convert. And become a loyal customer: 74% of consumers say no-hassle checkout is a primary driver of repeat purchases.1
PayPal wants to help merchants to understand the factors that influence conversion. So we asked IDC Research to survey 8,000 consumers and 740 small- and medium-sized businesses in Europe.2
What did we find? There’s ample room for improvement: 1 out of 3 merchants surveyed did not prioritise frictionless checkout.3 Compare that to the 93% of shoppers who highly value straightforward checkout.4
When deciding where to shop, potential customers consider the checkout experience. They prioritise:5
Shopper expectations remain high even after they’ve selected a business. Cart abandonment is a common occurrence. Causes include excessive data collection, too many steps, and hidden fees.6 Even minor friction can lead to customers stopping a purchase.
Upgrading checkout systems can be challenging. Complex checkouts can be difficult to streamline. And cybersecurity concerns can limit adoption of low-friction authentication.
But shoppers prefer quick, convenient checkout. More than 90% say it’s important to have:7
Yet less than 70% of businesses prioritise these features in payment offerings.8
A complete checkout makeover might seem overwhelming. But targeted checkout optimisation can address shoppers’ pain points without introducing new ones for business owners. To upgrade the shopper experience:
Ready to offer a checkout experience that customers love? Learn more about how PayPal is helping businesses to accelerate guest checkout with Fastlane.