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E-commerce Checkout: Which One Converts More? A Real-World Data Analysis (2024-2025)

 

Introduction: The Overlooked Key to E-commerce Success

 

When we talk about e-commerce optimization, the first things that come to mind are products, photos, and price. But there’s a frequently underestimated aspect that can determine the success or failure of a sale: the checkout process.

Over the past six months (October 2024 – March 2025), I conducted a sample analysis on various online stores, comparing conversion rates based on the type of checkout used. The results are surprising and offer concrete insights for anyone looking to increase their online sales.

 

 

The 3 Checkout Types Analyzed

 

1. One-Step Checkout

The One-Step Checkout consolidates the entire purchasing process into a single page:

• Add to cart
• Enter customer information
• Complete payment

Data Collected:

• Carts: 1,600
• Checkouts Started: 1,305 (81.56% conversion)
• Sales: 832 (63% conversion from checkout, 52% from cart)

📈 Result: A simple, fast flow with extremely high performance. This process offers a superior user experience that minimizes friction.

 

2. Hybrid-Steps Checkout

In this model, after the cart, the user encounters an intermediate page where they must choose between registering or checking out as a guest. Only after this choice can they access the checkout page.

Data Collected:

• Carts: 3,583
• Checkouts Started: 197 (5.50% conversion)
• Sales: 70 (35.53% from checkout, 1.95% from cart)

📉 Result: The extra step creates friction and causes an extremely high cart abandonment rate. It acts as a major roadblock right before the final purchase.

 

3. Multiple-Steps Checkout

Here, the checkout is divided into several pages:

• Personal Information
• Shipping
• Payment
• Confirmation
• Thank You page

Data Collected:

• Carts: 86
• Checkouts Started: 42 (48.84% conversion)
• Sales: 13 (30.95% from checkout, 15.12% from cart)

📊 Result: While it guides users step-by-step, too many stages lead to lost sales. The process feels long and can be frustrating for impatient shoppers.

 

What the Data Tells Us About Conversion Rates

One-Step Checkout: Provides the best user experience and highest conversions. It's clear and efficient.

Hybrid: This is the most damaging model. It stops the user before they even begin the checkout process, causing massive drop-offs.

Multiple-Steps: Less drastic than the Hybrid, but still inefficient. Each extra page is an opportunity for a customer to abandon their purchase.

 

Why the Checkout Process So Greatly Impacts Sales

The average online user is impatient. Every extra click or page load increases the likelihood of them abandoning their cart. If you don't simplify the path to purchase, your customers will choose a competitor who offers a smoother, faster experience. A complicated checkout is a silent conversion killer.

 

Conclusion: Simplify for Success

If your e-commerce store has a complex or outdated checkout, you are losing sales every day. It's a fundamental part of the customer journey that needs to be optimized for maximum profitability.

Platforms like Shopify have only recently introduced the One-Step Checkout, while in other CMS, such as Prestashop, the multi-step model is still very common. The key takeaway is simple: your goal should be simplicity.

By making your checkout process fast and straightforward, you can significantly boost your conversion rates and grow your revenue.