Nov 13, 2025

Opinion E-commerce ServicesMarketsRetail Industry Checkout isn’t the end of the journey — it’s the moment that makes or breaks it. AI is turning it into a seamless, zero-click experience shoppers love. Credit: Shutterstock In a world of beautifully designed product pages and AI-driven discovery, one broken link remains in the customer journey: checkout. Despite years of digital investment, many retailers still treat checkout as a final step — a transactional layer focused on order capture. However, for today’s consumers, especially those who are mobile-first, checkout is a moment of truth. It’s where confidence is confirmed, friction reveals itself and intent either converts — or evaporates. At Kendra Scott, we noticed this gap early in our transformation. Customers could browse seamlessly, get inspired and personalize their selections — but when it came time to complete the purchase, we were losing them. The issue wasn’t marketing or pricing. It was execution. And it was costing us. So we made checkout a first-class citizen in our digital roadmap. What began as a conversion optimization sprint evolved into a broader vision — one rooted in AI, personalization and the future of agentic commerce. From click reduction to conversion acceleration In 2023, we launched a streamlined single-page checkout with Bolt, dramatically simplifying the experience. We removed unnecessary form fields, auto-filled customer data where possible and prioritized mobile-first speed and clarity. The result? Reduced bounce rates, faster checkouts and improved customer sentiment. But we didn’t stop there. In 2024, we introduced one-click checkout for returning users, which was activated across the site, email and SMS. With a single tap, shoppers could complete their purchase without re-entering any information — a key unlock for loyalty, mobile conversion and campaign effectiveness. Even more important was what this effort signaled: checkout wasn’t a box to tick. It was a competitive advantage waiting to be activated. Introducing a framework for checkout innovation To scale beyond one-time upgrades, we developed a framework we call C.H.E.C.K. that transforms checkout into a dynamic, intelligent system. Each pillar is designed to reduce friction, elevate trust and enable conversion in a world where attention spans are short and expectations are high. Pillar Checkout adapts in real time based on channel, behavior, device and cart attributes Surfacing Apple Pay on iPhone, pre-selecting gift options for repeat gifters, adjusting promo fields based on source channel H — Humanized Displaying delivery promises and return policies, reinforcing cause-based giving, showing loyalty status at checkout E — Effortless One-click checkout, passwordless login, minimal fields, real-time error validation, mobile form scroll optimization C — Connected Checkout links with upstream and downstream journeys Persistent cart across sessions, sync with TikTok Shop and Meta Shop, seamless CRM data pass-through to post-purchase emails K — Kinetic The experience learns and evolves via testing, data and AI Running A/B tests on payment sequencing, tracking checkout field completion time, integrating AI to adapt flow for first-time vs. repeat buyers This framework is more than a set of best practices. It’s a living system that enables us to evolve with the customer and, increasingly, with their agents. Checkout as the frontline of agentic commerce As commerce moves into the age of intelligent agents, checkout is shifting from reactive to predictive. We are preparing for a future where: AI agents prefill carts, auto-select payment methods and initiate purchase sequences based on preference and context The customer isn’t filling out a form — they’re delegating a task to their assistant Checkout becomes embedded in exploration, not a separate flow This requires a new kind of architecture — one that can handle API-first orchestration, contextual decisioning and zero-click fulfillment logic. We’ve begun laying this foundation by: Testing adaptive wallets that reorder payment options based on past success rates and device Personalizing promo logic based on customer life cycle stage and purchase intent Structuring data models to support headless checkout, capable of living inside third-party surfaces Agentic commerce won’t be a trend — it will be table stakes. And checkout must be ready. What we’ve learned from the frontlines Through this transformation, three core lessons emerged: Friction is layered. What feels like a field issue may actually be an emotional issue — lack of trust, uncertainty or fatigue. Humanizing checkout matters. Mobile is not just a device — it’s a mindset. We design for swipes, taps and speed. Not just small screens. Ownership is everything. Checkout can’t live solely with engineering or design. It must be jointly owned by product, data and marketing teams who are accountable for conversion outcomes. We also built checkout-specific dashboards, enabling our teams to act on insight, not instinct — from dropout patterns to payment error hotspots. Looking ahead: From optimized to invisible The future of checkout is not just optimized — it’s invisible. With C.H.E.C.K. as our guide, we’re moving toward: Checkout embedded in social discovery and content Hyper-personalized post-purchase offers triggered by payment behavior Conversational agents finalizing transactions based on voice or gesture The dream isn’t fewer clicks. It’s no clicks — where customers feel confident acting immediately and the system adapts around them. Make checkout a growth engine Most brands still treat checkout as the last mile. But it’s actually the conversion engine that connects acquisition to retention and trust to transaction. By building a flexible, intelligent and human checkout experience, we’re proving that even the most overlooked part of the funnel can become the most powerful. In today’s digital landscape, the brands that win checkout will win the customer. Not just once, but over and over again. This article is published as part of the Foundry Expert Contributor Network.