18 e-commerce checkout best practices (with examples).

Craig Greenup 28/05/24, 11:01

18 e-commerce checkout best practices

If you’re looking to improve your e-commerce conversion rate, then your e-commerce checkout process is a great place to start.

We know that 70% of shoppers abandon their cart when shopping online. This rate is even higher when people are shopping for expensive items — and when they shop on a mobile device.

Here we look at 18 e-commerce checkout best practices. These checkout optimisation tips will help to reduce cart abandonment and increase conversions for your online store.

We’ll be looking at:

  • E-commerce checkout best practices
  • The best online checkout flow
  • Why your website checkout page is so important
  • Great e-commerce checkout page examples

E-commerce checkout best practices

There are lots of ways to optimise your e-commerce checkout process:

1. Create a responsive checkout process

69% of UK shoppers use their smartphones to make online purchases. So you need to make sure your e-commerce checkout works just as well on mobile as it does on other devices. That means creating a responsive checkout, with forms that are easy to fill in and buttons that are large enough to tap.

2. Make it minimal

Minimal website design helps focus user attention where you want it. This is never more important than during online checkout. So another of our e-commerce checkout best practices is minimal design. Remove clutter and distractions from your checkout page design so shoppers can focus fully on the checkout process.

3. Allow guest checkout

For some shoppers, speed is everything. They want a quick and easy online shopping experience — and they don’t want to waste time setting up a user account on your website. Make the process convenient for these shoppers by allowing them to check out as a guest. You can always tempt them to register an account after checkout. But, for now, focus on making your sale.

4. Showcase trust signals

Shoppers leave websites they don’t trust. To avoid that happening during your website checkout, showcase trust signals. Company reviews, trust badges and security seals are all great ways to show you take customer service and customer security seriously. You can also encourage users to trust your product by highlighting easy returns or an extended return period.

5. Allow multiple payment methods

Shoppers will abandon a cart if their preferred payment method isn’t listed. So, for a good checkout experience, be sure to offer credit/debit card payment, alongside other options like Apple Pay, PayPal and Google Pay.

6. Be consistent with web design

Checkout page design should match the rest of your website. That means the same colours, the same branding, the same typography. Online shoppers — aware of online scams — are always on the lookout for anything dodgy. So don’t switch web design styles on them at the last minute.

7. Signpost support

If your checkout user experience is top-notch, shoppers should move through the process without a hitch. But there will always be some users who need a little extra support. To prevent these users from abandoning their cart and your website, make customer support details visible at checkout. Include a phone number or a live chat box so shoppers can easily get the help they need to complete their purchase.

8. Autofill addresses

Faster checkout means happier customers and more sales. So speed up the process by adding autofill functionality to your address forms. Also, give users the option to use their billing address as their delivery address, without having to fill in the details all over again.

9. Upsell and cross-sell with caution

Highlighting related products at checkout is a great way to maximise sales. But tread carefully. As we mentioned earlier, a distraction-free checkout is best for conversion rates. So don’t overwhelm users with too many options, particularly when they’re right at the end of the process.

If you want to upsell or cross-sell, highlight these products on product pages and when users view their carts. Avoid highlighting them when users are adding addresses and entering payment details.

10. Use clear calls to action

All the copy on your checkout page should be simple and easy to read. Your call to action (CTA) buttons are no exception. This is a place where it pays to be crystal clear. So don’t ask users to click on a button that says Next or Continue. Be specific. Say Pay Now or Continue to Delivery.

11. Place discount boxes carefully

Promo code boxes are another tricky checkout element to navigate. On the one hand, you want to make it as easy as possible for customers who have a promo code to use it. On the other, you don’t want customers who don’t have a promo code leaving your checkout page to search for one.

We recommend including your discount box at the payment stage of the checkout process, making it available without drawing too much attention to it.

12. Don’t add any surprise costs

Some companies are renowned for adding costs throughout website checkout. (We’re looking at you, Ryanair!) But this process of drip pricing could soon be illegal. And it makes for a terrible checkout experience.

Be upfront about your prices on product pages. Make it easy for customers to see shipping costs, too. Revealing added taxes or costs during checkout is a recipe for cart abandonment.

13. Include a checkout progress bar

Knowing that there’s not much further to go keeps shoppers engaged in the e-commerce checkout process. So include a progress bar that shows which checkout tasks they’ve completed and which are still to come.

14. Ensure speedy load times

A fast page loading speed is important for every page of your website. But it’s particularly important for your checkout page. You don’t want shoppers to leave your site because a page failed to load quickly enough. Ensure speedy load times across all devices to ace your checkout experience.

15. Send speedy order confirmation emails

The best websites ensure an order confirmation email lands in a customer’s inbox seconds after checkout. This is reassuring to shoppers. It shows them that their order has gone through and that your brand is reliable, which makes them more likely to shop with you again.

16. Ask users to register after checkout

When users create an account with you, it speeds up the checkout process for repeat customers. If you’ve allowed shoppers to check out as a guest, ask them to register an account after they’ve made their purchase. A sign-up popup that explains what users stand to gain from creating an account works well here.

17. Offer one-click checkout

For customers with an account, you can offer a one-click checkout. You securely store the delivery, billing and payment details of your customers. Then, when they choose to shop with you again, website checkout is super streamlined and speedy.

18. Send cart abandonment emails

Cart abandonment emails remind shoppers that they have products in their cart — but that they didn’t complete the checkout process. These emails have a 41.18% open rate, nearly double that of a typical marketing email. So it’s a great way to get undecided customers to return to your site and complete their purchase. And it’s easy to set these emails up so they send automatically.

The best online checkout flow

The best checkouts tend to follow this online checkout flow:

  • Add items to cart
  • Go to checkout
  • Optional login or signup
  • Enter billing info
  • Choose shipping method and enter shipping info
  • Order review
  • Add payment details
  • Confirm order

On many websites, the process from billing info onwards takes place on the same webpage. This one-page checkout helps to create a seamless experience, with a lot less friction for shoppers.

If the different stages of your checkout take place over different pages, a progress bar is a useful addition. And fast page speeds are a must.

Why your website checkout page is so important

Your marketing, branding, SEO efforts and website have done an excellent job at getting customers this far. So you really don’t want to lose customers at the last hurdle.

Customers tend to leave website checkout for the following reasons:

  • Unexpected costs
  • Having to create an account
  • Doubts about website security
  • A complicated checkout process
  • Website errors or poor performance
  • Lack of preferred shipping or payment options

Basically, it comes down to trust, convenience and the user experience. When you follow e-commerce checkout best practices, you nail all three of these things. And in the process you achieve the following for your business.

Higher conversion rates

A seamless experience, thanks to good checkout UX, reduces cart abandonment rates and improves conversion rates. You take more of your website visitors from browsers to buyers.

Brand trust and credibility

Trust signals and a clear commitment to customer data security reduce shopper hesitation. They also cement your brand in the minds of customers as one they can trust.

Improved customer satisfaction

A good checkout gives customers the shipping and payment options they’re looking for. It also minimises friction. This leads to satisfied customers who are more likely to shop with you again.

Great e-commerce checkout page examples

Want some checkout inspiration? Then take a look at these great checkout page examples.


IKEA’s checkout page is super easy to use. We love the fact that it includes quick links to trust signals, including its extended returns policy (365 days if you’re interested) and a link to its security credentials too.

Ikea checkout page


Medela’s checkout page gives customers lots of login choices. Users can log in with email or social media. They can set up an account. Or they can checkout as a guest. With something for everyone, Medela is a lot less likely to lose customers at this checkout stage.

Medela checkout page


On the ASOS website, we get minimal design and lots of options for shipping, with prices clearly displayed. We’re also treated to a one-page checkout. Users can enter a promo code, delivery address, shipping method, shipping details and payment all on the same page.

ASOS checkout page

Lick Paint

Another great e-commerce checkout example can be found over at Lick Paint. Here, the call to action — Pay now — makes it clear what will happen when shoppers click. Also, as you scroll down the one-page checkout, a sticky summary of the cart moves with you. This makes it really easy for shoppers to see the products they’re buying and the price they’ll pay.

Lick Paint checkout page


LEGO has a super user-friendly checkout. It’s all on one page, it’s incredibly simple in terms of design, and — as you can see below — there are lots of payment options to choose from. Another thing we like about this checkout process? LEGO makes it easy for users to add a discount or gift card code, without drawing too much user attention to these options.

Lego checkout page


It doesn’t get much more minimal than this checkout page example. Nike’s checkout fits beautifully with its website branding. But it’s not a case of style over substance. The brand goes out of its way to give customers all the info they need. They make a phone number and live chat really visible on their checkout page. They also include question marks above certain fields. Users can click these question marks to clarify what it is they need to do.

Nike checkout page

Want help with your website checkout process?

Great checkout pages rely on great web design and development. Simple design and smooth functionality guide customers from cart to checkout, without any friction along the way.

If your conversion rate isn’t where you want it to be — or if you’re designing a new e-commerce website from scratch — the Radical team can help.

We design and develop bespoke e-commerce websites that are innovative, responsive and offer an exceptional user experience — and come with a great checkout page as standard.

To find out more or to chat about your web project, drop us a line today!