The most common checkout errors and how to prevent them

Our data shows that 94% of the top 800 ecommerce websites across Europe make at least five basic checkout errors, adding unnecessary friction for customers. This report highlights the most common checkout issues, how to prevent them in your checkout flow, and how Stripe can help.

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The state of European checkouts in 2021

10 min. read

Did you know?

Almost 40% of European customers said they had doubled or more than doubled their online shopping in the past year. However, we found that some of the biggest ecommerce companies in Europe often overlook one crucial step to making a sale: the checkout flow.

42%

made at least three errors when formatting payment information or displaying error messages.

80%

supported neither Apple Pay nor Google Pay.

75%

did not allow customers to save their payment information for future use.

Key insights

Checkout best practices

Twenty-one percent of consumers would abandon a purchase if it took more than one minute to check out. Businesses can improve the checkout process by using descriptive error messaging, optimising for mobile, and localising the payments page. Best practices include:

Highlighting payment information errors in real time
Using the customer’s billing address as the default shipping address
Ensuring your payments form automatically resizes to smaller screens
Localising the checkout experience by translating the page and displaying local currency
Surfacing the right payment methods depending on where your customers are located
Letting customers check out as a guest
Allowing customers to save their payment information
And more