E-commerce has continued to evolve alongside the demands of discerning customers. Customers now expect not just a successful transaction, but also an experience that's intuitive, convenient, efficient and frictionless. Autocomplete has become increasingly useful for improving search and checkout processes. A 2023 report from the Baymard Institute found that 18% of customers abandon their shopping basket due to a checkout process that is "too long or complicated", emphasising how important it is to simplify and accelerate the customer's journey – from product search to final purchase.

Autocomplete facilitates the e-commerce journey in several ways. As soon as a customer begins typing letters into the search bar on a business's website, the site presents them with product suggestions that match their search. This predictive ability speeds up the search and exposes the customer to a wider range of products.

For returning customers, or those whose details are saved in their browsers, autocomplete makes the checkout process faster. As the customer starts entering their details, autocomplete predicts and fills in the relevant fields, such as names, addresses and even payment methods. Reducing the amount of information that customers need to enter manually is particularly valuable on mobile platforms.

While autocomplete is important for all types of businesses, it has especially far-reaching effects in e-commerce, where customers expect fast transactions. Every second and every click counts. But autocomplete isn't just about reducing keystrokes – it's also about recognising and anticipating customer needs in real time.

Below we'll take a more in-depth look at the nuances of using autocomplete within e-commerce, as well as how it improves conversion by ensuring that every part of the customer journey – from search to checkout – is as smooth as possible.

What's in this article?

• What is autocomplete?
  
• How is autocomplete used in e-commerce?
  
• Benefits of using autocomplete for e-commerce
  
• How Stripe can help
  

What is autocomplete?

Autocomplete is a feature that businesses can integrate with search systems and text entry interfaces. Its primary function is to predict and display potential ways to complete a text string as a customer starts typing in the search bar, based on previously entered or commonly searched phrases. This capability can speed up the text-entry process and reduce user errors. Advanced autocomplete systems use algorithms and vast datasets to offer more accurate and relevant predictions.

How is autocomplete used in e-commerce?

Autocomplete can play a major role in e-commerce environments, particularly in the two main areas of website navigation and checkout. Here's a closer look at both.

E-commerce website search

As customers type product names, categories or brands into the search bar, autocomplete provides suggestions instantly. This functionality accelerates the search process, making it easier for customers to find and purchase items. For e-commerce businesses, autocomplete helps to guide customers towards popular or relevant products, potentially boosting sales and improving the customer experience.

Advanced e-commerce platforms use data analytics to refine autocomplete suggestions, tailoring them based on customer behaviour, seasonal trends and inventory levels. Integrating autocomplete into e-commerce can also reduce instances of zero-result searches by directing customers to alternative products if their initial query doesn't yield a direct match. This adaptability can contribute to increased customer satisfaction and higher conversion rates.

E-commerce checkout

Autocomplete in the e-commerce checkout process focuses primarily on simplifying and speeding up the transaction, leading to an improved customer experience, as well as potentially higher conversion rates. Here's a detailed explanation of how autocomplete works during checkout:

• Form field completion: as customers start typing in their information, autocomplete suggests possible completions based on previously entered data. This could be applied to fields such as name, email address, delivery or billing address, and more. This is particularly helpful for returning customers because it reduces the time it takes to fill in repetitive information.

• Predictive address entry: when customers begin typing in their address, some e-commerce platforms use autocomplete to predict the full address. By using geolocation databases, these systems offer real-time suggestions, allowing customers to select their full address from a drop-down menu – minimising manual entry and errors.

• Saved payment methods: for customers with accounts or those using web browsers that store payment data, autocomplete can suggest saved credit card details (often just the last four digits for security reasons). While the customer may still need to enter the CVV or a password for added security, the primary card details can be auto-filled, streamlining the payment process.

• Account creation or login: if a returning customer starts typing in their email address or username, autocomplete can suggest the complete email address based on previous entries, making the login- or account-creation process faster.

• Error minimisation: autocomplete can help to reduce errors, especially for addresses and email addresses. It's easy to mistype an address or make a small error in an email domain. But with the help of real-time suggestions, customers can select the correct option and ensure that their delivery and communication details are accurate.

• Country and region selection: when a website prompts customers to select their country or region, typing the first few letters can narrow down the options, making it much faster for customers to find and select their location from a drop-down list.

Benefits of using autocomplete for e-commerce

Autocomplete is only one aspect of a customer's journey to conversion. And at first glance, autocomplete might seem like a minor consideration in the complex space of e-commerce. But because successful e-commerce environments are the sum of countless "minor considerations" that are executed together in a thoughtful way, autocomplete plays an important role. Because it removes friction – and less friction contributes to higher conversion rates – it's a feature that's worth the investment.

Here's a more detailed list of the benefits that autocomplete can offer e-commerce businesses:

• Refined mobile experience
  Because typing on a mobile device is often more cumbersome than typing on a desktop or laptop, autocomplete becomes especially valuable here. It reduces the amount of manual data that customers must enter – which offers a significant advantage given the smaller screen size and touch interface.

• Faster search experience
  When customers initiate a product search, they often have a clear intention – a particular product – in mind. Autocomplete assists customers by immediately proposing product names, categories or brands that match the input, reducing the number of keystrokes and time needed to get results. This swift response speeds up the shopping process and also creates a smoother, more responsive customer interaction.

• Reduced user errors
  Autocomplete can help to reduce errors, especially for addresses and email addresses. Customers can easily mistype an address or make a small error in an email domain. But with autocomplete's real-time suggestions, customers can select the correct option, ensuring that delivery and communication details are accurate.

• Increased sales
  Autocomplete isn't just focused on correcting errors or speeding up searches. By actively suggesting products or related items based on the customer input, autocomplete subtly encourages exploration and cross-selling. Customers might come across appealing products that they hadn't originally intended to purchase, leading to an opportunity to upsell.

• Improved customer satisfaction
  A fluid and interactive search experience can have a significant impact on customer satisfaction. When customers feel that the platform understands and anticipates their needs, they are more likely to have a positive shopping experience and, as a result, return for future purchases.

• Adaptable product discovery
  Zero-result searches can be a dead end for potential sales. Autocomplete can act as a buffer, suggesting alternative or related products when a customer's exact query doesn't yield any results. This adaptability keeps customers engaged and increases the chances of a successful sale.

• Data collection and analytics
  Each interaction a customer has with the autocomplete function is a data point. E-commerce platforms can aggregate these data points to understand popular searches, emerging trends and even areas where their product catalogue might be lacking. This information is invaluable for businesses in examining inventory decisions, creating marketing strategies and understanding ever-evolving customer preferences.

• Inventory management assistance
  Based on inventory levels or promotional campaigns, e-commerce platforms can subtly tweak autocomplete suggestions. For instance, if there's excess stock of a particular item, autocomplete can prioritise it in suggestions, thus driving sales indirectly.

• Trend identification
  Beyond immediate sales, autocomplete offers insights into broader market trends. If certain products or categories begin to appear more frequently in search queries, it may indicate a rising trend or a shift in customer preferences. Recognising these patterns at an early stage can give e-commerce businesses a competitive edge in procurement and marketing.

When businesses use autocomplete effectively, they gain the power to influence customer behaviour, sales strategies and business insights. In the e-commerce checkout process, autocomplete is an integral tool that can enhance the customer experience, minimise errors and contribute to better conversion rates by reducing friction and potential drop-offs during checkout.

How Stripe can help

Stripe's autocomplete function for checkout isn't just a user-friendly feature – it acts as a strong tactic for improving conversion rates and decreasing basket abandonment. Backed by solid security protocols and advanced customisation options, autocomplete fits well within Stripe's broader suite of e-commerce solutions. It's a powerful option for making the checkout process more user-friendly while also benefiting the bottom line.

Here's a closer look at how the Stripe autocomplete function works and how it benefits e-commerce businesses:

Autocomplete checkout basics

Stripe's autocomplete function anticipates what the customer is about to type, whether that's an email address, card number or any other information required during the checkout process. As customers start typing, relevant suggestions will appear on the screen. This facilitates faster, more straightforward data entry, saving customers time and making the checkout process less cumbersome.

How it affects conversion rates

Studies indicate that complicated checkout processes often discourage customers from completing a purchase. Stripe's Optimised Checkout Suite addresses this by offering a streamlined interface with autocomplete functionality. This makes it simpler for customers to enter their details, thus reducing the time that it takes to complete a transaction. A smoother, faster checkout process, bolstered by Stripe's efficient payment system, often correlates with better conversion rates.

Reducing basket abandonment

A fast and simple checkout process, such as the one provided by Stripe, can also reduce basket abandonment rates. With less time and effort required to make a purchase, customers are more likely to complete their transaction. Stripe's suite enhances this further by reducing tedious manual data entry, such as typing out full email addresses or card numbers, and by presenting the most relevant payment methods dynamically, which simplifies the payment process.

Security aspects

Stripe implements multiple layers of security measures, making it one of the safest platforms for e-commerce transactions. The autocomplete feature is designed to work in conjunction with these security protocols. For example, card details are tokenised before being sent to Stripe's servers, ensuring that sensitive information is protected.

Advanced capabilities

For businesses seeking to go beyond the basics, Stripe's autocomplete feature offers advanced options, such as custom styling and the ability to work concurrently with other APIs or services. For instance, businesses can integrate Stripe's autocomplete feature with inventory management systems to offer real-time updates on product availability directly at the point of checkout. This level of customisation allows businesses to tailor the feature according to their specific requirements.

To learn more about the autocomplete feature that Stripe provides as part of an optimised checkout, see Stripe Checkout.