Checkout Overview
Shopify's checkout is one of the most tested and optimised in e-commerce. It handles millions of transactions daily and is continuously improved based on conversion data from across the platform.
While you cannot completely redesign the checkout on standard Shopify plans, you have significant control over settings, branding, and the customer experience.
What You Can Configure
- •Customer account requirements
- •Express checkout options (Shop Pay, Apple Pay, etc.)
- •Form fields and contact methods
- •Branding, colours, and typography
- •Order processing and fulfilment settings
Basic Settings
Access checkout settings via Settings → Checkout in your Shopify admin. Here you configure the fundamental behaviour of your checkout.
Customer Contact Method
- •Email only: Most common, works for all marketing integrations
- •Phone or email: Good for SMS marketing, but adds friction
- •Email and phone: Maximum data but highest friction
Recommendation
Start with email only. You can always collect phone numbers through post-purchase surveys or marketing popups without adding checkout friction.
Express Checkout
Express checkout options let customers complete purchases in seconds using saved payment and shipping details. They dramatically improve mobile conversion rates.
Shop Pay
Shopify's accelerated checkout. Stores payment details across all Shopify stores. 1.72x higher conversion rate on average.
Apple Pay
Essential for iOS users. Uses Face ID or Touch ID. Enable via Shopify Payments settings.
Google Pay
For Android users and Chrome users on desktop. Automatically enabled with Shopify Payments.
PayPal
Still preferred by many customers. Shows as express option when PayPal is enabled.
Guest Checkout
Requiring account creation is one of the top reasons for cart abandonment. 26% of customers abandon when forced to create an account.
Account Options
- ✓Accounts are optional: Best for conversion. Customers can checkout as guest or create account.
- ×Accounts are required: Only use if you have a strong reason (B2B, memberships, subscriptions).
- •Accounts are disabled: No customer accounts at all. Rare, but simplifies some business models.
Checkout Customisation
Customise your checkout's appearance to match your brand. Go to Settings → Checkout → Customise checkout.
Branding Options
- •Logo: Appears at the top of checkout. Use a high-resolution version.
- •Colours: Accent colour for buttons and links. Background colours for different sections.
- •Typography: Choose from available font options or use system fonts.
- •Favicon: Shows in browser tab during checkout.
Shopify Plus Options
Shopify Plus merchants get additional checkout customisation capabilities through checkout extensibility.
Plus-Only Features
- •Custom checkout UI extensions
- •Shopify Functions for custom discounts and shipping
- •Post-purchase upsells
- •Custom payment and delivery options
- •Advanced B2B checkout flows
Best Practices
- 1Enable all express checkout options
More options means more customers can use their preferred method.
- 2Keep guest checkout available
Never force account creation unless absolutely necessary.
- 3Minimise form fields
Only collect information you truly need.
- 4Match your brand
Consistent branding builds trust through the checkout process.
