How to increase checkout conversion: 10 tested strategies for merchants

Learn how to increase checkout conversion by reducing friction, simplifying payments, and giving customers a faster, more seamless buying experience. To increase checkout conversion in 2026, you need to remove anything that slows customers down or makes them hesitate at the final step. This matters because the average 2026 checkout conversion rate in Europe is just around 20%. That means that out of 100 people who initiate the checkout process, only 20 actually go through with the purchase , while the rest drop off somewhere along the way.