Checkout is one of the few places in your business where design, revenue, and trust converge. It’s at this point where your customer will decide if the process is worth it. A small delay, a confusing form, or a missing payment option is often all it takes to lose the sale entirely.

Below, we’ll explain what checkout flows are, how they work, and how to design one that helps customers complete their purchases quickly and easily—without any second guessing.

What’s in this article?

• What is a checkout flow?
  
• What are the main stages in a standard checkout flow?
  
• Why does your checkout flow matter for revenue and customer retention?
  
• How do you design a checkout flow that reduces friction?
  

What is a checkout flow?

A checkout flow is the step-by-step process a customer follows to complete a purchase on your website or app. It starts when they click “Checkout,” and it ends when the order is confirmed. The goal is to help the customer go from “I’m ready to buy” to “I’ve placed my order” as easily as possible.

Checkout flows typically collect contact information, shipping and delivery details, and payment information. For physical goods, this usually includes shipping address and delivery method; meanwhile, digital products or services usually include account setup or email delivery fields instead. Checkout flows also typically include a final review step before customers can confirm the purchase.

Some businesses opt for a single-page checkout, where everything is handled in one view. Others break it up into multiple steps, with separate pages for shipping, billing, and payment. Both approaches can work well, as long as the flow feels intuitive and doesn’t make the customer do unnecessary work.

No matter how it’s structured, the checkout flow is the final—and often most fragile—part of the customer journey. A well-designed flow keeps customers moving confidently forward.

What are the main stages in a standard checkout flow?

Checkout flows can vary depending on what a business sells, but most follow a familiar structure. Throughout the process, customers need to know what’s expected of them, where they are in the process, and what’s coming next.

Here’s what businesses typically need, and what customers expect, in a checkout flow.

Cart review

This is the moment before commitment. Customers double-check product names, prices, and quantities, and then view the subtotal and any visible discounts. Include a button to remove or update items and surface any early cost estimates (especially for shipping or tax) to avoid surprises later.

Shipping information

This is where customers enter delivery details, including:

• Their full shipping address
  
• Their choice of delivery method (e.g., standard, expedited, local pickup)
  

Your business provides the estimated delivery date and shipping cost. However, this step might be skipped for digital products or services.

Billing and payment details

Here, customers typically enter:

• Their payment information (e.g., card number, bank account information)
  
• A billing address (sometimes autofilled or same as shipping)
  
• Any discount or promo codes
  

Order review

Before clicking “Place order,” many customers will likely want one final look. This page should confirm:

• What they’re buying
  
• What they’re paying
  
• Where and how it’s being delivered
  
• When they can expect it
  
• Any discounts or taxes applied
  

Think of this as a confidence checkpoint for your customers. Make sure nothing feels hidden or unclear.

Confirmation

A good confirmation page should:

• State that the order was successful
  
• Display an order number
  
• Include a summary of what was purchased
  
• Outline what happens next (e.g., shipping, digital delivery, setup instructions)
  
• Provide a way to contact your business if something goes wrong
  

This is also a chance to reinforce the brand experience. A thoughtful confirmation can leave customers feeling taken care of.

Why does your checkout flow matter for revenue and customer retention?

Nearly 1 in 5 shoppers say they’ve abandoned a transaction because the checkout was too long or complicated. A checkout experience that feels slow, clunky, or confusing can lose you sales and customers. Once a customer loses confidence at this stage, they’re unlikely to return.

When checkout is fast, intuitive, and transparent, customers are more likely to finish what they started. A thoughtfully designed experience can surface relevant add-ons, upgrades, or flexible payment options without feeling pushy. It can also leave a good impression of your business, especially for first-time buyers.

Some businesses use the Stripe Payment Element to optimize payment experiences, and Stripe’s research shows that those businesses see 11.9% more revenue on average.

In practice, your checkout flow can help shape your:

• Conversion rate
  
• Average order value
  
• Customer lifetime value
  
• Brand perception
  

All of these connect directly to revenue—both now and in the long run. Often, gains come from small improvements, such as offering preferred payment methods or reducing unnecessary form fields.

How do you design a checkout flow that reduces friction?

Problems in a checkout flow can be as subtle as an extra field or a confusing label. Small issues add up, and every unnecessary click or moment of hesitation increases the chance of cart abandonment. Here’s how to design a checkout that keeps customers moving forward.

Cut the clutter

Every extra field or step is a decision someone might not finish making. Combine steps where it makes sense, use smart defaults and allow autofill, and let people use their shipping address as their billing address with one click. Remove any optional fields that don’t serve a clear purpose.

Don’t require an account

Forcing shoppers to create an account can be a fast way to lose a first-time customer. People who want to buy something shouldn’t be asked to commit to a login, password, and profile setup. Offer a guest checkout option in a prominent location. You can invite them to create an account after the purchase—once they’ve had a good experience and have a reason to come back.

Be up front about costs

Unexpected fees are another common reason that people might abandon checkout. If shipping, taxes, or service fees appear late in the flow, customers might walk away. Instead, surface shipping and tax estimates early (ideally in the cart), show a real-time cost breakdown as selections are made, and don’t bury fees or hope customers won’t notice.

Offer the right payment methods

Different buyers prefer different ways to pay. Some might want to use a card, while others might prefer to use digital wallets, bank transfers, or local payment methods. Limiting their choices can limit your revenue. Support popular digital wallets and alternative payments based on your customers and geography, and let repeat customers check out faster with saved information or one-click options. For example, Link—Stripe’s accelerated checkout—autofills your customers’ saved payment details.

Optimize for mobile

Design for small screens by using large tap targets and mobile-friendly input types; for example, enable digital wallets so customers don’t have to type card numbers, and avoid long drop-downs and cluttered layouts. Keep page loads fast—even on unreliable connections.

Use clear progression and strong cues

Customers should always know where they are in the process, what’s next, and how many steps remain. A simple step indicator (e.g., “Shipping → Payment → Review”) can help. So does descriptive button text (e.g., “Continue to payment” is better than “Next”).

Reduce distractions

Once someone enters checkout, don’t give them reasons to wander off. Remove site-wide navigation menus from checkout pages and keep the focus on finishing the purchase. Avoid pop-ups or upsells that interrupt the flow. And if you do include upsells, keep them as gentle, optional suggestions.

Keep the process fast and reliable

Performance is part of the experience. If your checkout loads slowly or errors out, customers might leave. Optimize page load times, test on different browsers and devices, and handle errors clearly. If something goes wrong, explain what happened and how to fix it without wiping out user input. Autosave progress wherever possible.

Reinforce safety

Checkout is where customers share their most sensitive data. If the process doesn’t feel secure, they’re less likely to follow through. Build trust with visible Secure Sockets Layer (SSL) and “Secure checkout” indicators, recognizable payment logos, a privacy policy link, and friendly but confident microcopy reminding them their data is safe.

Make it easy to save the cart or come back later

Not every buyer is ready right now. Give them options, such as:

• “Save for later” buttons
  
• Persistent carts for logged-in users
  
• Gentle reminder emails
  

This is especially important for higher-consideration purchases, where a little flexibility can help close the sale later.