The state of european checkouts

94% of the top European eCommerce businesses we analysed had at least five basic errors in their checkout, adding unnecessary friction for customers. Close to 40% of European customers we surveyed said they have doubled or more than doubled their online shopping in the past year.
While this increase in demand presents a huge opportunity for online businesses, it also puts more pressure on companies to successfully capitalise on this potential and offer the best customer experience. However, we found that some of the biggest eCommerce companies in Europe often overlook one crucial step to making a sale: the checkout flow.