"According to Baymard Institute's analysis of 50 studies, the average online shopping cart abandonment rate is about 70.22%, meaning roughly seven out of every 10 shoppers who add items to a cart never complete the purchase. In most cases, lost conversions are not driven by a lack of intent but by friction during checkout. Checkout optimization focuses on removing that friction between purchase intent and payment confirmation. Across both small ecommerce stores and global marketplaces, four principles consistently drive measurable improvements: speed, pricing transparency,"
"What is checkout optimization? Checkout optimization is the process of improving the design, performance, reliability, and measurement of the ecommerce checkout flow to increase completed purchases. It focuses on reducing friction at each step between cart and order confirmation, while ensuring transactions remain secure, compliant, and resilient under load. From a technical perspective, checkout optimization spans multiple layers of the stack:"
Approximately 70.22% of online shopping carts are abandoned, with many drop-offs caused by checkout friction rather than a lack of purchase intent. Checkout optimization removes friction between cart and order confirmation to increase completed purchases while maintaining security, compliance, and system reliability. Four core levers—speed, pricing transparency, payment choice, and continuous testing—consistently improve conversion across small stores and global marketplaces. Technical efforts span design, performance, reliability, and measurement across multiple stack layers. Improving checkout usability and transparency can recover significant revenue, increase customer trust, and require engineering trade-offs for scalability and compliance.
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