Your Shopify checkout page is where customers complete their purchases and generate revenue for your business. It’s the final step ahead of the post-purchase stage, and it has to be built with your customer in mind to keep abandonment rates low.
The best Shopify checkouts move customers to completion quickly and provide all expected payment options, such as Google Pay and Klarna. They also address final barriers to conversion (such as delivery estimates) and upsell to increase average order value.
There are plenty more ways to customize your Shopify checkout flow. Join us below to learn all about them, plus expert tips, best practices, and apps for increasing sales in 2025.
Get started with Omnisend to optimize your customer experience with automated email and SMS
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 complete 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
“Optimizing your checkout isn’t something that’s just ‘nice-to-have’. I’ve seen brands spend thousands on ads only to lose the sale at the last click. You want to remove any friction you can, because the checkout stage is where conversions either happen or die. So it’s worth obsessing over.”
— Evaldas Mockus, VP of Growth at Omnisend
How to optimize Shopify checkout page
The steps below will help you improve your checkout experience and increase sales, revenue, and AOV without additional marketing spend.
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 Gymshark:
Gymshark’s one-page checkout has Express Checkout options with Google Pay, PayPal, and Shop Pay. There are only five steps to payment, and it invites customers to save their information for a faster checkout experience later on.
You can introduce a similarly effective one-page checkout with these Shopify 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.
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.
“Progress bars help customers navigate multi-step checkouts by showing current position and remaining steps, reducing uncertainty and cart abandonment rates.”
— Evaldas Mockus, VP of Growth at Omnisend
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:
More payment options lead to more opportunities to make sales. But beyond that, it signals that you consider your shoppers’ preferences and care enough to improve the customer experience.
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.
Take a look at the Kate Backdrop example below — it outlines its USPs in the bottom right-hand corner to trigger customer loyalty without disrupting the buying process.
Kate Backdrop achieved a remarkable 1:300 ROI by switching to Omnisend’s omnichannel marketing platform. It used email automation, SMS campaigns, and push notifications to increase sales.
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 a shipping threshold progress bar from Fashion Nova — it appears on the cart page (MY BAG) to encourage larger spending before checkout:
There are several other Shopify apps that make this easy to implement:
Hextom: 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 access all features for $9.99/month.
ShippingLadder: 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.
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 device protection brand Pela:
Pela’s product recommendations complement the item the customer has in their cart. Also, on mobile, they appear just above the Pay now button to increase conversions:
Image via Pela
“Product recommendations in checkout help increase average order value and shift stock with large profit margins. You can place complementary products, accessories, or upgrades at the final purchase moment when customers are most receptive to additional purchases.”
— Evaldas Mockus, VP of Growth at Omnisend
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.
Your checkout page could provide such a memorable experience that customers purchase again because they trust it. That could be because it’s branded, or that it simplifies the steps to purchase and doesn’t slow down.
For example, shoe retailer Lugz has a multi-step checkout that’s set into a greyed-out web page — it guides customers through all the steps rather than making them scroll:
Lugz’s guided checkout with progressive steps is different from most Shopify checkouts. It works well with customers who prefer direction and structured processes, particularly those who might feel overwhelmed by single-page checkouts.
One of the easiest ways to increase 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.
“Shop Pay optimizes checkout with one-tap purchases using stored customer information and flexible payment options, including buy now, pay later, which removes financial barriers.”
— Evaldas Mockus, VP of Growth at Omnisend
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.
For instance, Plantify’s chatbot has instant answers to common questions:
A live chat feature or a chatbot can easily be implemented on your pages using these apps:
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 $39/seat/month.
Faster sites encourage people to stay longer and buy more because slow loading times create friction and frustration that drive customers away.
A fast checkout is crucial since any delay during the final purchase step increases the risk of cart abandonment when customers are already committed to buying.
To check your page’s current performance, use Google PageSpeed Insights. Here’s a test example for the beard product brand Beardbrand:
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
“Slow sites reduce sales because loading delays create immediate friction that breaks the shopping momentum. Your customers expect instant responses and will abandon purchases rather than wait, especially during checkout when patience is lowest and alternative options are just a click away.”
— Evaldas Mockus, VP of Growth at Omnisend
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:
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:
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 Hismile uses this tactic — its cart expiry timer appears as a red alert above payment options to encourage the customer to buy immediately:
To add a countdown timer to your Shopify checkout page, you can use apps like:
Countdown Timer Bar: Essential: Creates urgency with customizable countdown timers, announcement bars, and cart timers to reduce abandonment and bank sales. Free plan available with up to 1,000 monthly views, paid plans from $6.99/month.
GA:Urgency Countdown Timer Bar: Offers scarcity counters, sales popups, and automated timer scheduling that disappears after completion. Free to install for development stores. Growth plan costs $9.99/month for up to 10 orders.
“FOMO and urgency tactics trigger immediate action at checkout. When your customers see limited-time offers or stock scarcity, they make faster purchase decisions before opportunities disappear.”
— Evaldas Mockus, VP of Growth at Omnisend
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 health food retailer Press London — its checkout page showcases Trustpilot reviews beneath the pricing section:
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 temporary tattoo retailer Tattly:
Tattly offers between two and eight shipping options, depending on the delivery address, and it automatically updates the cart total with each selection.
“Multiple shipping options like priority, standard, and overnight delivery cater to different customer needs and budgets, removing barriers to purchase by letting shoppers balance speed versus cost.”
— Evaldas Mockus, VP of Growth at Omnisend
16. Let customers add gift wrapping and notes
Offering gift wrapping and personalized gift notes at checkout turns luxury shopping into a complete gift experience. When you offer these services, you capture spontaneous gifting and encourage customers to spend more for convenience.
Gold jewelry retailer Ana Luisa lets its customers add gift notes at checkout, with pre-written options to make leaving a note super-convenient:
You can add gift options to your Shopify checkout with these apps:
Wrapped: Gift Wrap & Messages: Lets your customers add gift wrapping, personalized messages, and gift notes directly at checkout or throughout their shopping journey. The free plan includes 25 gift orders. The FLEX plan costs $15/month plus 1% revenue share.
GLab: Gift Wrap & Gift Message: A gifting suite offering gift wrapping, greeting cards, video messages, and delivery scheduling with complete design flexibility for physical and digital gifting experiences. The Essential plan costs $19.99/month with unlimited gifting options and video messaging.
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.
For instance, Smartwatch For Less offers its customers an extra 10% off:
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:
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.
Pop Convert – Pop Ups, Banners: Creates customizable popups, bars, and banners to capture leads, announce promotions, and drive traffic with a drag-and-drop editor and targeting options. The free plan supports 1,000 unique visitors monthly. The Growth plan costs $29/month with unlimited features and a 90-day trial.
Guest checkout is a popular option for privacy-conscious consumers because it’s quick and anonymous, eliminating the friction of account creation and allowing immediate purchases without sharing extensive personal information or creating passwords.
Benefits of guest checkouts for shoppers include:
Faster purchases
Reduced abandoned carts
Builds trust with first-time buyers
Another tactic you can use to convert data-conscious customers is adding options to use Google, Facebook, or Apple credentials to continue.
Etsy is an example of a brand that does guest checkout and sign-in options well. Its checkout popup provides options to Continue as a guest, Sign in or register, Continue with Google, Continue with Facebook, and Continue with Apple:
“Social login options like Google, Facebook, and Apple provide the convenience of guest checkout while capturing valuable customer data. It makes sense to offer these alongside traditional guest checkout to maximize conversion rates and collect contact information for future marketing campaigns.”
— Evaldas Mockus, VP of Growth at Omnisend
19. Integrate product bundles
Grouping complementary products into bundles and upselling larger item quantities helps you sell more products and increase AOV.
Reasons to incorporate it into your Shopify checkout page include:
Streamlines the shopping experience
Clears out old inventory
Increases product awareness
Improves customer satisfaction
Natural skincare retailer Gentle Therapy uses bundles and multi-quantity product listings to encourage larger orders:
You can add bundles to your Shopify site with these apps:
FBP | Fast Bundle Product: Creates product bundles including mix-and-match, BOGO, volume discounts, and buy X get Y offers with AI-powered recommendations. Free for development stores, Standard plan $19/month for up to $1,000 monthly bundle sales.
Bundler – Product Bundles: Offers unlimited bundle creation with subscription integration and POS compatibility, specializing in landing pages and funnel upsells alongside traditional bundling strategies. Free plan with unlimited bundles, Premium plan $8.99/month without revenue limits.
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 date. 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 of 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.
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: Send 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
Success story
Omnisend helped Creality recover abandoned carts with automated email campaigns, generating over €560,000 in sales with 54% open rates and 8% click-through rates while increasing its European sales by 18%.
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 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 increases brand loyalty by offering a free T-shirt for new customers. Similarly, on the right-hand side, it upsells samples to increase AOV.
Loop understands that most of its customers are new to the brand and have doubts about the product. Its checkout page puts social proof right at the top — mentioning 10M+ happy customers — to reinforce it as a reputable, high-quality solution.
Jewelry retailer Mejuri uses its checkout page to encourage customers to create a MEJURI+ account for free shipping every Monday and exclusive offers. It also cross-sells products below the checkout total to increase the average order value.
“You can follow in the footsteps of these leading brands with a checkout that minimizes steps, offers multiple payment options, displays security badges, shows progress indicators, and provides transparent shipping costs with return policies throughout.”
— Evaldas Mockus, VP of Growth at Omnisend
This article was researched and written by our experts following a precise process.
A Shopify checkout allows users to purchase products directly from a Shopify store. While features vary, the fundamental steps are the same: customers add products to a cart, enter personal details, like shipping and payment, and then confirm their order.
Unique functionality, such as exit intent popups, can be implemented via the apps mentioned in this guide.
How to set up a Shopify checkout?
Thankfully, it’s fairly straightforward to set up a one-page Shopify checkout.
Follow Shopify admin > Settings > Checkout. In the Configurations section, you’ll see various options to customize the look and layout of your checkout page.
What is a one-page checkout?
A one-page checkout essentially consolidates all information onto a single web page. This means the shopper can view and complete their order without flitting between tabs. Benefits include:
As mentioned, a one-page checkout is the best choice for Shopify stores. However, it ultimately depends on your business values and goals.
For example, a brand like Patagonia targets shoppers who care about the environment. As such, it would benefit from highlighting its USPs on the checkout page. In contrast, a new Shopify store should prioritize trust badges to reassure customers of its authenticity.
Is Shopify checkout safe?
Shopify checkout promises to protect your customers’ sensitive data. It does this through advanced security infrastructure, including 128-bit SSL encryption technology, Fraud Defender software, bank authentication, and more.
Bernard is the Sr. Director of Communications & Creative at Omnisend, with a passion for good research, helping ecommerce businesses with their marketing automation needs, and beating absolutely everyone in Mario Kart 64.
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