20 Shopify checkout customizations to boost sales (2025)

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The Shopify checkout process is a make-or-break moment for ecommerce stores. Nail it, and you’ll create a seamless shopping experience, boost conversions, and keep customers coming back for more. Mess it up, and you risk losing sales at the last, crucial step.

Thankfully, configuring and optimizing the Shopify checkout flow isn’t rocket science, and there are dozens of ways to create a more streamlined service. For instance, you could implement guest checkout functionality, express payment options like Google Pay, automated one-time discounts, and much more.

Want to explore these Shopify checkout best practices in more detail? We’ve got you covered. The following guide runs through 20 simple customizations to boost sales and answers frequently asked questions towards the end.

What is a checkout page? 

A Shopify checkout page is the final step in the online shopping journey, where customers can review their purchase, enter payment and shipping details, and confirm the order.

It’s also a common weak spot in the sales funnel. If the checkout page isn’t responsive and easy to navigate, customers will simply take their business elsewhere.

Why is it important to optimize your checkout page? 

Why bother optimizing the Shopify checkout page? In a nutshell, it can:

• Reduce cart abandonment: An uncomplicated checkout page eliminates customer frustration, making it easier for them to see through their purchase 
• Establish trustworthiness: A professional checkout page reassures customers that it’s safe to make a purchase
• Increase average order value (AOV): The best checkout page examples cross-sell and upsell when the customer is already primed to buy

1. Set up Shopify one-step checkout

Multi-page checkout gives your shoppers plenty of opportunities to back out. In contrast, a one-page Shopify checkout process makes buying easier and faster.

Of course, you’ll need to design this carefully because cramming everything onto one page could confuse shoppers. Pay attention to the layout and limit details to what’s absolutely necessary.

Of the many excellent one-page Shopify checkout examples available, here’s one from Under Armour:

Under Armour has mastered the one-page Shopify checkout by including important details in the same location. Customers can flick between the order summary, shipping address, and terms and conditions, making it extra convenient.

As for the design, the interface is clean and uncluttered, which allows users to quickly find the information they want. Discounts are also highlighted in red to persuade shoppers to complete their purchase to access huge savings.

Luckily, introducing a one-page Shopify checkout is easy when you use the following apps:

• Zipify Pages: One of Shopify’s easiest landing page builders, offering 70+ page templates, including one-step checkouts. Try before you buy with a 14-day free trial. The cheapest package is $19/month and includes all core features.
• Shogun: Gives businesses the tools to create high-converting ecommerce experiences using an advanced no-code visual page builder. Specializes in fashion and apparel brands. Free trial and demo available with plans starting at $39/month.
• PageFly: Seamlessly builds visually appealing store layouts and one-page checkouts with an intuitive drag-and-drop editor. Popular with businesses in the United Kingdom. Free plan available with basic features. Otherwise, prices start from $24/month.

Your Shopify checkout page is a critical part of providing enjoyable experiences to shoppers. Visit our blog to learn more about perfecting your ecommerce customer journey.

2. Add a checkout progress bar

Admittedly, a one-page Shopify checkout doesn’t work for all businesses. Sometimes, there’s just too much information to request and display on a single page. In these cases, it helps to use a Shopify checkout progress bar.

At a glance, a progress bar tells your customer how many steps are involved in the checkout process, which stage they’re currently on, and how many are left. This simple feature manages shoppers’ expectations and reduces the risk of abandoned carts.

Here’s a prime example from an unusual gift company, Firebox:

Notice the progress bar at the top left of the page? It clearly states that there are three steps involved in the checkout process:

• Entering the shipping address
• Choosing a shipping method
• Submitting payment details

Customers know exactly what they need to do to complete their purchase and can anticipate how long it’ll take. Ultimately, shoppers are more likely to finalize their orders when the process isn’t drawn out and tedious.

3. Provide more express payment options

The availability of express checkout options makes conversion much more likely. However, while PayPal is considered a staple in ecommerce stores, several other payment providers have gained traction among digital shoppers. These include Amazon Pay, Shop Pay, Google Pay, and Apple Pay.

Given the popularity of other express payment options, it would be imprudent to exclude them from your Shopify store. In fact, Ryan O’Holleran, the Head of Enterprise Sales at Airwallex, said in a recent 2024 interview with FinTech magazine: “By 2026, we can expect over 60% of the worldwide population to use digital wallets.”

While your competitors’ Shopify checkout pages might look like this:

Shoppers will be more likely to purchase from your store if your express checkout options look more like this:

More payment options lead to more opportunities to get sales. But beyond that, it signals that you consider your shoppers’ preferences and care enough to enhance the customer experience. 

To help you set this up, check out Shopify’s official guide for setting up payment methods.

4. Explain why people should buy from you

You may have a strong competitive advantage, but that might not be immediately apparent to your shoppers. It could be a commitment to using premium raw materials, a free shipping offer, a generous refund policy, or support for a cause. No matter what it is, state it plainly for your customers to appreciate, as these impact buying decisions considerably.

The best Shopify custom checkout page highlights your shipping, returns, and refund policies to encourage conversions. Unsurprisingly, in the world of online shopping, a staggering 82% of customers decide where to buy based on retailers’ return policies. In another survey, 81% of respondents also said that free shipping was a top priority. 

Take a look at the Patagonia example below — the brand clearly outlines its USPs in the bottom right-hand corner to trigger customer loyalty without disrupting the buying process.

5. Add a free shipping threshold

Enabling your shoppers to earn a free shipping perk by hitting a certain threshold incentivizes them to spend more. Think about it — if your shopping cart is worth $85 and you have a choice between paying $10 for shipping or spending at least $15 to get free shipping, what would you do? Doesn’t spending more make you feel like you’re getting much more value?

One of the best ways to implement this tactic effectively is to use a free shipping progress bar that tells shoppers just how little they need to add to their cart to save on courier costs.

Here’s an excellent example of the shipping threshold progress bar:

There are several other Shopify apps that make this easy to implement:

• Free Shipping Bar: Promotes free shipping with progressive messages to motivate customers to complete a purchase. Plus, it works with the latest Shopify themes. It has a free plan available, and you can unlock all features for $9.99/month.
• Free Shipping Progress Bar: Offers advanced customization options so you can design an engaging progress bar to reflect your brand identity. You can test functionality with a 14-day free trial before paying $8.99/month.

6. Show related products

Upselling or cross-selling Shopify-suggested products at checkout can increase your customer’s average order value significantly. To implement this feature, use the Shopify checkout editor tool. It’ll let you customize and edit the functionality and appearance of your checkout page. 

Add one to two products relevant to what’s already in the cart or your customer’s previous purchases. However, don’t go overboard in your recommendations. 

Here’s a good example from adidas:

Notice that the recommendations are related to the product that’s already in the cart. If the customer isn’t ready to buy them just yet, they can use the heart button to save them for later.

7. Make the checkout experience unique

The transactional nature of checkout pages makes them typically bland. Few ecommerce stores realize that this page is actually a perfect branding opportunity. 

When it comes to customer experience, small things like the Shopify custom checkout page design matter. For example, 86% of consumers said the experience a company provides is as important as its products and services.

Here’s an excellent example of a branded checkout page from Lugz:

It may seem simple, but a recognizable logo and pop of color can significantly improve the customer experience. What’s more, there’s a discount popup in the bottom left-hand corner to encourage visitors to sign up for the newsletter.

8. Turn on Shop Pay

One of the easiest ways to boost conversions is to enable Shop Pay, a checkout optimization app from Shopify. It’s designed to make the checkout process faster, smoother, and more secure for your customers. 

It works by securely storing and encrypting your customers’ payment information, shipping and billing addresses, and email addresses. This way, they can complete their purchase in just one tap without having to fill out any forms or enter any details.

Shop Pay also offers flexible buy now, pay later options. These options allow customers to split their payments into interest-free installments or pay with interest over three to 24 months. 

Additionally, Shop Pay offers carbon-neutral delivery and order tracking features. Thanks to these handy features, it can increase conversions by up to 50% compared to regular checkout.

9. Add live chat or a chatbot

Live chat is the fastest way to get support for customers — so it’s a must that you have one on your cart or checkout page. If a potential customer has any questions, they should be able to contact you first before abandoning the checkout.

Chatbots are also useful for this purpose, and they’re more cost-effective than live chats. For your chatbot to be effective, however, you need to make sure it covers all the most common questions your shoppers might have while checking out. Typically, this includes information on shipping times, refund policies, and so on. 

Get inspired by this cart page chatbot from Taylor Stitch:

A live chat feature or a chatbot can easily be implemented on your pages using add-ons. Among the best Shopify app recommendations for this purpose include:

• Tidio: This app allows you to implement a conversational AI that talks to shoppers on live channels in dozens of languages. It promises to solve customer queries in six seconds using human-like language. The starter plan is $29/month.
• Intercom: Intercom’s Business Messenger supports bots, apps, and in-app messages. Best of all, chat history is automatically saved, so customers can return to the conversation later. Try free for 14 days, then plans start from $29/seat/month.

10. Optimize checkout page speed

Faster sites encourage people to stay longer and buy more. In fact, a site that loads in one second has a conversion rate three times higher than a site that loads in five seconds.

To check your page’s current performance, use PageSpeed Insights.

• To begin, visit the PageSpeed Insights website 
• Enter the URL of the page you want to test 
• Click Analyze to run tests
• Flick between Mobile and Desktop to view statistics. The speed report includes:
  • A score for web page performance 
  • Recommendations for improvement 

After you’ve read the reports, use this information to resolve vulnerabilities. Methods to optimize the Shopify checkout page speed include:

• Install a responsive website theme
• Compress images and use lazy loading
• Limit third-party apps
• Eliminate redirect loops
• Migrate tracking codes to Google Tag Manager

11. Convert visitors into SMS subscribers

SMS marketing is a valuable tool for converting leads. However, it can be challenging to persuade customers to part with their personal details.

The solution? Shoppers tend to be more receptive at checkout when they’re ready to make a purchase, so it’s the perfect time to introduce an SMS popup or form field.

Tips for successful SMS marketing include:

• Be clear about what your shoppers are opting into
• Explain how shoppers will benefit
• Offer incentives in return for personal details
• Sending messages at the right moment
• Make it easy to opt out

L’ange Hair is an example to take note of. Check out how its SMS subscription field seamlessly integrates into the checkout process:

12. Add an automated one-time discount code

Automated discounts generate sales and are especially effective for new Shopify stores that need a little momentum to get off the ground. You can alert shoppers about the offer via homepage banners, social media campaigns, or newsletters.

Here are a few reasons why you should implement automated discounts at the Shopify checkout screen:

• Streamlines the checkout process to reduce cart abandonment
• Automated discounts can be optimized in real-time so they always reflect current prices
• Minimizes customer service inquiries if shoppers can’t apply the discount manually

Here’s an example from Oh Crap:

On this Shopify checkout page, the HENRY10 discount code is automatically applied but can easily be removed if the customer wants to use another code. Shoppers can easily see how much money they’re saving, which is a powerful incentive to finalize the order.

13. Induce a sense of urgency

Creating a sense of urgency doesn’t have to just be about voucher expiries and limited-time offers, although both are effective strategies. Instead, think outside the box and tap into your shoppers’ deep-seated FOMO (fear of missing out).

Effective tools to provoke a sense of urgency on the Shopify checkout page include:

• Countdown timers
• Limited stock or availability notes
• Social proof, such as reviews from other customers who loved the product
• Discounts if the shopper completes their purchase within a certain time frame
• Use of urgency words, like “hurry,” “act now,” or “limited time only”

Take a look at how ASOS implements this tactic:

To add a countdown timer to your Shopify checkout page, you can use apps like: 

• NextSale: A popular social proof app that encourages fast action with eye-catching countdown timers, popups, and top bars. It also lets you create “someone bought” campaigns to inspire FOMO. It has a free plan available, and to unlock more features, it’s $19.99/month.
• Ultimate Sales Boost: This app supports countdown timers, trust badges, “Buy One Get One Free” discounts, and more. It delivers Shopify-specific tools to supercharge sales. There’s a free plan available. Otherwise, prices start from a reasonable $9.99/month.

14. Display social proof

A Shopify checkout page is a great place to establish trust. To build credibility and reduce abandoned orders at the checkout, consider adding social proof, such as:

• Reviews
• Customer testimonials
• Celebrity endorsements
• Social media shares
• Earned media, such as magazine articles

Here’s an example from Coaltown Coffee:

At the bottom of the Shopify checkout page, Coaltown Coffee includes its Trustpilot rating to reassure shoppers that they’re buying from a legitimate brand. Ultimately, the more transparent you are, the more sales you’ll secure.

To showcase social media ratings and other social proof on your Shopify checkout page, use trusted apps like:

• Fera: This app syncs reviews from popular sites like Facebook, Google, Yotpo, Loox, and Trustpilot. You can also customize widgets to match your branding. Sign up for free to test functionality. Paid plans start from $9/month.
• SalesPop: You can notify shoppers when other people have purchased a product from your website. It includes proven psychological triggers to encourage users to take action. There’s a free plan available, and you can access more features from $29/month.

15. Offer multiple shipping methods

Shoppers love convenience, which is why you should offer them multiple shipping methods. While most prefer store-to-door delivery, some might choose to pick up their product from a nearby location, such as a UPS Access Point.

In fact, the Buy Online, Pickup In-Store model has become a popular means to shop, especially for customers who want products as soon as possible.

Here’s an example from Apple:

You’ll notice that Apple offers both shipping and pickup options on the left-hand side of the page. If you click on Check availability underneath Pickup, you’ll be prompted to enter your ZIP code to find your nearest store with the product in stock.

16. Let customers have delivery options

A range of delivery options to suit all budgets caters to wider audiences, meaning increased sales for you. Some shoppers might be happy to pay extra for fast delivery, whereas others don’t mind waiting to save a few dollars.

Delivery options with varying costs could include:

• Economy shipping
• Priority mail
• Overnight shipping
• International shipping
• Expedited shipping

Amazon is famous for its delivery options:

Implementing different delivery options doesn’t have to be complicated. Simply use the apps below:

• Order Delivery Date: This app lets you offer shipping, in-store pickup, and local delivery. It calculates estimated arrival times and shipping costs specific to every user. Plus, it gives you additional tools to help you manage the fulfillment of orders. It’s free to try but will then cost $14.99/month.
• Store Pickup and Delivery: Beyond the standard delivery options, estimated costs, and estimated times, this app has several features that will help you with fulfillment, inventory management, and fraud prevention. After the free trial, plans start from $29.99/month.

17. Add a Shopify checkout popup

Adding an exit-intent popup to your Shopify checkout page is a proven technique that coaxes customers to stay when they try to click off your website. Exit popups can include discounts, social proof, countdown timers, and more. Whatever the incentive, the end goal is to make the shopper an offer they simply can’t refuse.

Take a cue from Smartwatch For Less, a successful ecommerce brand that utilizes this strategy to great effect.

In this case, the popup gives the shopper a moment to pause by offering them a one-time discount in exchange for their email address. The possibility of big savings might just be enough to turn the unsure consumer into a hard conversion.

The most crucial step is to set the trigger of your popup to display on a custom event, such as inactivity for 30 seconds. This way, you can avoid interrupting the checkout process.

Want to create a checkout popup? Browse the following apps:

• OptinMonster: This supports the creation of attractive popups and opt-in forms to get more email newsletter subscribers, leads, and sales. It has over one million active installations and integrates with the most popular email marketing platforms. Plans start from $7/month.
• Justuno: This is a premium website marketing automation platform that provides retailers with powerful tools to reduce cart abandonment, such as exit offers and interactive quizzes. The free plan offers basic features. Otherwise, prices start from $59/month.

18. Enable guest checkout

Guest checkout is a popular option for privacy-conscious consumers because it’s quick and anonymous. In fact, 26% of shoppers abandon carts when forced to register, so it’s a must-have for ecommerce stores. 

Benefits of guest checkouts for shoppers include:

• Faster purchases
• Reduced abandoned carts
• Builds trust with first-time buyers

However, be mindful that guest checkouts aren’t the best option for merchants. Without any contact details, you won’t be able to push future promotions and campaigns.

Shopify makes it easy to enable guest checkout in your store:

• Enter Account Experience
• Click Edit
• Uncheck Require customers to log in before checkout
• Save changes

Etsy is an example of a brand that does guest checkouts well.

19. Integrate product bundles 

Grouping complementary products into bundles is a smart way to upsell. Reasons to incorporate it into your Shopify checkout page include:

• Increases AOV
• Streamlines the shopping experience
• Clears out old inventory
• Boosts product awareness
• Improves customer satisfaction

To get started, use an app like Bundler. The free plan offers unlimited classic bundles. The Premium version costs $6.99/month and lets you create mix-and-match options, tiered discounts, and volume discount combinations directly from the Shopify admin dashboard.

20. Allow customers to save items or create a wishlist

Wishlists and save-for-later features keep track of a shopper’s viewing history, so it’s easier for them to return to products at a later day. On top of this, these tools provide valuable data on customer preferences, helping you create targeted marketing campaigns in the future.

Here are a few other reasons to include wishlist functionality:

• Gift giving: Customers can create shareable wishlists full of gift ideas
• Financial awareness: Shoppers become more mindful about their spending habits
• Engagement: Wishlists are fun, which keeps customers coming back even if they aren’t buying anything straight away

Keep on Hold Wishlist is one of the best free Shopify apps for adding “Save for Later” functionality to cart items and a wishlist button to product pages. Amazingly, given its popularity, it’s completely free to install.

Optimize your checkout with Omnisend 

Omnisend helps recover abandoned carts on your Shopify store with automated email, SMS, and push notifications that notify opted-in customers about items left in their carts.

Using Omnisend in your checkout strategy helps bridge the gap between consideration and purchase, targeting customers who have shown interest but have not completed a transaction.

Here’s a rundown of its many features:

• Abandoned cart recovery: Create automated emails, SMS, and push messages to remind shoppers about items left in their carts
• Personalization: Create abandoned cart emails with personalized content for a more compelling message for your shoppers
• Segmentation: For more relevant messaging, target customer groups based on cart value, product type, or browsing behavior
• Timing optimization: Adjust the delay and frequency of your abandoned cart messages to find the sweet spot for your audience
• Incentives: Strategically offer discounts or free shipping in your recovery emails to entice customers to complete their purchase
• A/B testing: Experiment with different email content, subject lines, and sending times to optimize your recovery campaigns
• Performance analytics: Track the percentage of abandoned cart emails that result in completed purchases

Checkout page examples

What do all the best Shopify checkout page examples have in common? Above all else, they put the customer first and make the process as straightforward as possible. 

That means eliminating time-consuming steps, showing progress, and only interrupting the buying journey when absolutely necessary, like when someone intends to leave the website.

Want to see best practices in action? Check out the three eye-catching examples below:

• Huel
• Gymshark
• Happy Socks

Huel

Huel masters the Shopify checkout flow by including all key information on one page — but it doesn’t end there. On the top left, notice how the meal replacement company sweetens the deal and boosts brand loyalty by offering a free t-shirt for new customers. Similarly, on the right-hand side, it upsells samples to increase AOV.

Gymshark

Sports apparel brand Gymshark is an expert at managing customers’ expectations. The Christmas returns policy is at the top of the page, so shoppers understand the exact terms of sale. Underneath, there’s a generous discount to sway undecided buyers.

Happy Socks

We love how simple and cheerful the Happy Socks Shopify checkout is — it perfectly captures the brand’s feel-good vibes. It features a progress bar at the top that lets people know where they are in the shopping journey. Plus, the bar below reveals how much they need to spend to qualify for free shipping.

Shopify checkout FAQs