Best checkout practices in your ecommerce: 9 tips to be successful in 2024

Ecommerce checkout is the final and decisive process that determines whether a customer completes or abandons a purchase in an online store. This is a critical moment that can make the difference between success and failure for your online business.

According to ecommerce statistics, the average shopping cart abandonment rate is 69.82% worldwide, which means that only three out of ten customers who add a product to the cart ultimately buy it. What can you do to reduce this number and increase your conversion rate?

In this article we are going to give you 9 tips based on the best ecommerce checkout practices for success in 2024. These tips will help you optimize your payment process, eliminate friction and obstacles, generate trust and satisfaction in your customers and, In short, increase your online sales.

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What is ecommerce checkout and why is it important?

The ecommerce checkout is the set of steps that a customer must follow to complete a purchase in an online store . Typically, these steps include:

  • Review the shopping cart and confirm the selected products.
  • Enter or register the client's personal and contact information.
  • Choose the shipping method and delivery address.
  • Choose the payment method and billing address.
  • Confirm the order and make payment.

The ecommerce checkout is important because it is the last point of contact between the customer and the online store before the purchase. If the payment process is simple, fast and secure, the customer will have a good experience and will be more likely to complete the purchase and repeat in the future.

On the contrary, if the payment process is complicated, slow or insecure, the customer will have a bad experience and will be more likely to abandon the purchase and look for another option.

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How to optimize ecommerce checkout for success in 2024?

To optimize ecommerce checkout, you must take into account trends and customer expectations in ecommerce. Some of the factors that influence customer behavior and purchasing decisions are:

  • The increase in the use of mobile devices to buy online. According to eMarketer forecasts, mobile ecommerce sales will represent 72.9% of total ecommerce sales in 2021, and are expected to reach 79.3% in 2024.
  • The preference for digital and alternative payment methods. According to a study by Worldpay, 42% of online shoppers use digital payment methods such as PayPal, Apple Pay or Google Pay, and 11% use alternative payment methods such as cryptocurrencies, mobile wallets or prepaid cards.
  • The demand for speed, convenience and security in the payment process. According to a study by Baymard Institute, 17% of online shoppers abandon the shopping cart because the payment process is too long or complicated, and 18% do so because they do not trust the website with their payment information.

Taking these factors into account, these are the 10 tips we propose to optimize your ecommerce checkout for success in 2024:

1. Allow payment as a guest

One of the main reasons for abandoning the shopping cart is the obligation to create a user account to make the payment. According to the Baymard Institute study, 34% of online shoppers abandon the shopping cart for this reason.

To avoid this, we recommend that you allow guest payment, that is, offer the option to make the payment without registering or logging in. This makes the checkout process easier and reduces friction for customers who only want to buy once or who don't want to share their personal data.

2. Adapt the payment process to mobile

As we have seen, the use of mobile phones to buy online is increasing, so it is essential that your payment process is adapted to mobile phones. This means that you must make sure that your ecommerce checkout is responsive, that is, that it adjusts to the size and resolution of the device's screen.

Additionally, you should take into account the features and limitations of the mobile phone, such as connection speed, memory capacity, battery life, and ease of use.

Some recommendations to improve the mobile payment experience are:

  • Use large, visible buttons that can be easily pressed with your finger.
  • Reduces the number of fields and steps that the customer must fill out or follow.
  • Use your phone's camera to scan the barcode or credit card number.
  • Offers mobile payment methods such as Apple Pay, Google Pay or Samsung Pay.
  • Integrate ecommerce checkout with messaging applications such as WhatsApp or Telegram.

3. Show a payment process progress bar

Another way to optimize the ecommerce checkout is to show a progress bar for the payment process. The progress bar is a visual element that tells the customer which step of the payment process they are in, how many steps they have left, and what information they must provide at each step.

The progress bar has several benefits for the customer and for the online store:

  • Increases transparency and trust by showing the customer what is expected of them and what will happen next.
  • Reduces anxiety and uncertainty by showing the customer the time and effort left to complete the payment.
  • Increases motivation and satisfaction by showing the client the progress they have made and the goal they are close to achieving.

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4. Offer multiple payment and shipping methods

Another tip to optimize ecommerce checkout is to offer multiple payment and shipping methods . Customers want to have options and flexibility when choosing how to pay and how to receive their products.

If you only offer one payment or shipping method, you may lose customers who prefer another method or who cannot use the one you offer.

For example, if you only offer payment by credit card, you may lose customers who do not have a credit card or who do not want to use it for security reasons. Therefore, we recommend that you offer at least these payment methods:

  • Credit or debit card
  • PayPal or other digital payment methods
  • Cash on delivery or payment upon receipt of the product
  • Bank transfer or deposit account

And these shipping methods:

  • Standard or Economy Shipping
  • Express or urgent shipping
  • Pick up in store or at delivery point

5. Automatically fill in the shipping and billing address

Another way to optimize the ecommerce checkout is to automatically fill in the shipping and billing address. This means you should use geolocation, purchase history, or Google Maps integration to suggest or complete the customer's address, without them having to type it manually.

In this way, you save the customer time and effort, and avoid errors and confusion that could delay or prevent the delivery of the product.

Additionally, you should offer the option to use the same address for shipping and billing, or to save the address for future purchases, if the customer wishes.

6. Use upsells or cross-sells

Another tip to optimize ecommerce checkout is to use upsells or cross-sells. Upsells are offers of more expensive or higher quality products than the one the customer has chosen, with the aim of increasing the value of the order. Cross-sells are offers of complementary or related products to the one the customer has chosen, with the aim of increasing the number of products per order.

7. Enable chat support in the checkout process

Another tip to optimize ecommerce checkout is to enable chat support in the payment process. Chat support is a form of instant and personalized communication that allows you to resolve questions, problems or objections that may arise for customers during the payment process.

Chat support has several benefits for the customer and for the online store:

  • Increases trust and satisfaction by showing the customer that there is a real person behind the online store who cares about their experience and their purchase.
  • Reduces abandonment and rejection by offering the customer a quick and effective solution to their needs or problems.
  • It increases conversion and loyalty by making the payment process easier for the customer and creating a closer and more lasting relationship with the online store.

8. Offer one-click payment

Another tip to optimize ecommerce checkout is to offer one-click payment. One-click payment is an option that allows the customer to make the payment without having to enter their payment details every time they buy in the same online store.

One-click payment is based on the secure storage of the customer's payment data, either in the online store itself or with a third-party provider such as PayPal or Amazon Pay.

One-click payment has several benefits for the customer and the online store:

  • Save time and effort by simplifying the payment process to one step and one button.
  • Improves security and privacy by preventing the customer from having to share their payment information with multiple websites or exposing themselves to possible fraud or identity theft.
  • Increases loyalty and repetition, by encouraging the customer to buy again in the same online store that offers greater convenience and ease of payment.

9. Eliminate additional costs

Another tip to optimize ecommerce checkout is to eliminate additional costs. Additional costs are those charges that are added to the final price of the product, such as taxes, shipping costs or commissions.

Additional costs are one of the main causes of shopping cart abandonment, as they can mean a significant price increase or an unpleasant surprise for the customer.  

According to the Baymard Institute study, 53% of online shoppers abandon the shopping cart for this reason.

To avoid this, we recommend that you:

  • Include additional costs in the product price from the beginning, or display them clearly before the customer reaches the checkout process.
  • Offer free or discounted shipping, or include it in the price of the product, since free shipping is one of the main incentives for buying online.
  • Offer payment options without commissions or with low commissions, or that you assume them as an online store, since commissions can discourage the customer from using certain payment methods.

We hope that this guide has been useful to you to learn the best ecommerce checkout practices for success in 2024. Remember that ecommerce checkout is a key factor for your online marketing strategy, so you must constantly optimize it to adapt to the trends now. market changes.

Written by Moises Hamui Abadi : I am an entrepreneur, founding partner of Viceversa and SoyMacho. After leading several digital businesses and advising several other businesses; I decided to form MHA Consulting, a digital marketing consultancy dedicated to growing and enhancing digital businesses in more than 7 countries and generating more than 1,500 million pesos.

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