Why is my checkout abandoning?

Six common causes for DTC brands. Surprise costs and forced account creation are the top two by a wide margin.

Surprise costs at checkout

Shipping not shown until last step, tax surprise on the final review screen → 20-30% abandonment. Fix: show estimated shipping + tax on cart page, before checkout even starts.

Forced account creation

'Create an account to continue' kills 15-25% of guest buyers. Always allow guest checkout. Build the account post-purchase if you must.

Slow page-load on checkout

Checkout pages with 3+ apps injecting scripts → 4-6 second load → ~10% extra abandonment on mobile. Audit your checkout app load with Web Vitals. Cut anything not essential.

The tools worth comparing

• Shopify — Platform requirement for most AI ad tools — they integrate Shopify first.

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