Omnichannel checkout study

Consumers rely on delivery estimates to make real decisions, whether an item will arrive in time for an event, or whether a faster (and often costlier) shipping option is worth it. When those estimates are vague or unreliable, it erodes trust before the order is even placed.

The range of available payment methods continues to grow—from traditional cards to digital wallets to buy-now-pay-later services. But more options don’t automatically mean better alignment with what customers actually want.

Not every customer wants to create an account, and not every customer wants to check out as a guest. Leading retailers are building checkout experiences that make both paths equally fast and frictionless.

For some retailers, checkout is evolving into more than a transaction step. Emerging tools are giving customers ways to engage with value-added services directly within the checkout flow.