Five fixes to help retailers avoid losing shoppers at checkout during the holiday season

A recent survey from Adobe Commerce and PYMNTS Intelligence found that 71% of U.S. consumers prioritize a seamless purchasing experience, yet less than a quarter of shoppers believe brand and retailer websites deliver on that expectation. That disconnect is costly for merchants year-round, but especially during the fourth quarter when the stakes are highest.

The good news is that by focusing on these five areas, merchants may be better positioned to support a smoother customer experience during the holiday rush.

1. Expand payment options to meet customer expectations

One of the fastest ways retailers lose shoppers at checkout is by failing to offer their preferred payment method. Forty-seven percent of consumers consider flexible payment options important for creating an ideal buying experience. If those options aren’t available, customers may pause or abandon their purchase altogether, the survey found.

Accepting digital wallets and offering buy now, pay later (BNPL) are among the most impactful checkout enhancements retailers can make. Digital wallets streamline the checkout process for consumers on mobile devices, while BNPL plans provide payment flexibility on bigger-ticket holiday purchases.

Adobe’s 2025 Holiday Shopping Trends report projected that U.S. BNPL spending will reach $20.2 billion during the Nov. 1-Dec. 31 holiday season. That is a 10.5% year-over-year spending increase compared to the same time period last year. This growth is an indication of how quickly alternative payment methods are becoming must-haves for shoppers.

During the holidays, when speed of checkout and choice of payment matter most to consumers, having the right options visible at checkout can be the difference between a completed sale and a lost customer.

2. Enable checkout earlier in the customer journey

Shoppers don’t always want to wait until they reach a final checkout page to complete a purchase. Allowing transactions to be completed directly from a product detail page or a mini-cart can convert customers at the moment of intent, before distractions set in.

This approach is particularly useful during the peak holiday season, when time-pressed shoppers are speeding through gift lists. A prominent “buy now” button on a product page or a simplified purchase option in a mini-cart helps to shorten the path to purchase. By removing unnecessary checkout steps, retailers give customers fewer chances to drift away before completing a purchase.

3. Cut friction from guest checkout experiences

During the holidays, shoppers may find themselves on a brand’s website for the first time, perhaps after searching for a specific gift or a seasonal item. While these visitors may not be inclined to create an account or log in, offering a more modernized guest checkout experience can help remove the friction of signing in or registering, while still creating a more streamlined and personalized path to purchase.

One way to support a more modern guest checkout experience is with Fastlane by PayPal. Available within Payment Services for Adobe Commerce and Magento Open Source, Fastlane enables password-less checkout with secure data vaulting for storage and management — helping shoppers move through checkout with fewer interruptions.

Fastlane users enter their email address, receive a one-time code by text, and their saved personal details automatically populate, allowing them to complete checkout almost instantly. New shoppers can fill in their personal information once and opt in to have that information securely saved for future purchases.

Retailers that use Fastlane have seen guest shoppers convert up to 37% more often compared with standard checkout flows, according to data from Adobe and PayPal — illustrating the power of removing even small steps from the checkout process

4. Build consumer trust with clear policies and signals.

Merchant trust becomes a critical factor when holiday shoppers land on unfamiliar websites. Nearly one in five shoppers abandon their cart over payment security concerns, according to the Baymard Institute.

Fortunately, building confidence doesn’t require a heavy investment from merchants. Clear return policies, recognizable payment brands and accessible customer service information can reassure shoppers that their transactions are secure. Adding signals like a well-placed trust badge, prominently displaying shipping and return policies, or highlighting fraud protection can help create peace of mind for customers at the point of purchase.

Merchants who prioritize trust at checkout reduce uncertainty for first-time buyers and give them the confidence to complete a purchase — making all the difference during high-volume holiday shopping moments.

5. Use reporting to monitor and adapt tactics

Peak season can be unpredictable. Surges in website traffic, sudden shifts in consumer behavior and unexpected payment hiccups can all disrupt even the most carefully planned holiday promotions. But real-time reporting on checkout performance can help merchants understand where customers are dropping off and act quickly to fix bottlenecks.

Tools that track metrics like authorization rates, cart abandonment or payment declines enable merchants to adapt their tactics in real time. Even making small adjustments, like highlighting a popular payment option, can have a measurable impact on completed purchases during high-traffic periods.

When holiday traffic surges, consumer insights aren’t optional — they fuel momentum and help turn clicks into conversions.

Key insights for the future of checkout

Holiday checkout optimizations can deliver an immediate impact, but they also point to something larger: Payments aren’t just the last step in a transaction. When managed strategically, they can drive operational efficiency, reduce risk and unlock growth opportunities that extend well beyond the holiday rush.

Considered as a whole, these five fixes show that meaningful checkout improvements don’t have to wait until after the holidays. Merchants using Adobe Commerce or Magento Open Source can activate many of these capabilities quickly through Payment Services. That means less reliance on development resources and fewer disruptions when retailers need speed and stability most.

Partner insights from Adobe