Checkout abandonment averages 70% across ecommerce. Every percentage point recovered from checkout abandonment is pure margin — you have already paid to acquire that visitor. We audit, test and optimise checkout flows to recover abandoning customers and maximise revenue from existing traffic.
The average ecommerce checkout abandonment rate is approximately 70% — meaning 7 in 10 customers who reach checkout do not complete purchase. Top-performing D2C stores reduce this to 55–60% through optimised checkout experience.
In order of frequency: unexpected shipping costs (the #1 reason), forced account creation, complex checkout process, payment security concerns, insufficient payment options and slow checkout loading speed.
Express payment options (Shop Pay, Apple Pay, Google Pay) allow returning customers to complete checkout in 1–2 clicks without entering shipping and payment details. Stores adding Shop Pay as the first checkout option typically see 2–5% improvement in checkout conversion rate.
Buy Now Pay Later (Klarna, Clearpay, Afterpay) splits the purchase cost into interest-free instalments. For higher-AOV D2C products (£50+), BNPL typically increases conversion rate by 2–8% and average order value by 15–25% as price-sensitive customers can afford to buy more.
A systematic checkout optimisation programme — payment method additions, field reduction, trust signals and mobile improvements — typically achieves a 10–25% improvement in checkout conversion rate within 3–6 months.
Book a free checkout optimisation audit and recover the revenue leaking from your checkout.