I first looked at Amazon. Their checkout flow is designed around speed and minimal friction because their core business priority is maximizing conversion rate. Nearly every design element pushes the user toward completing a purchase as quickly as possible—we see this is in the one-click “Buy Now” and pre-saved addresses and payment methods. Delivery estimates appear instantly and users rarely have to re-enter information they’ve provided in the past which ensures that there is very little opportunity to second-guess the purchase or abandon their cart. For such a big company, all of these small reductions translate to massive revenue gains.
Next was Warby Parker. This checkout flow is intentionally slower because the business goal is to increase average order value by building user confidence. Buying glasses is a high-consideration purchase, and this design acknowledges that by carefully guiding users through details like frame width, lens type, and prescription information. We see this in features such as virtual try-on, style quizzes, and thorough product descriptions. Users feel certain they’re choosing the right pair, reducing the risk of returns and nudging people toward higher-value customizations. Rather than rushing the user like Amazon, Warby Parker supports deliberate decision-making, which pays off through larger, more tailored orders.
Lastly, Patagonia approaches checkout as an extension of its brand identity, prioritizing customer lifetime value over rapid conversion. Users on the website are able to browse new and used options side-by-side, and the interface gives information about durability, repairability, and sustainability commitments. Within checkout, Patagonia emphasizes transparency with features such as clear inventory status, plain-language guarantees, and easy access to flexible return or repair policies. This trust-centered flow may not be the fastest or the most optimized for upsells, but it reinforces long-term loyalty as users feel that the products align with their values. This ultimataley benefits their mission-driven brand.
