Study Finds that Merchants Lose As Much As 36% of Sales Due to Online Checkout Frictions

November 30, 2015

Study Finds that Merchants Lose As Much As 36% of Sales
Due to Online Checkout Frictions

The and BlueSnap Checkout Conversion Index benchmarks
how well online merchants convert shoppers to buyers

Boston, MA – Twenty years after the launch of the commercial Internet, most merchants still fail to optimize the online checkout experience for the customers who visit their virtual storefronts. The result is that they stand to lose as much as 36 percent of sales due to the frictions that remain from discovery through checkout. This is only one piece of the online buying experience. Merchants could lose additional sales during payment processing.

These are the findings of the new Checkout Conversion Index (CCI), launched today by, in collaboration with BlueSnap, a leading provider of global, mobile checkout solutions. The Checkout Conversion Index is a quarterly report that benchmarks the performance of 650 merchants across 14 merchant categories against 46 attributes that define the optimal online shopping and checkout experience. The Index provides insight into what’s causing checkout conversion issues, as well as what merchants can do to overcome them.

The first CCI Index score is a 62, which means that in terms of converting shoppers to buyers, the average eCommerce site is performing only slightly better than average.

“That’s not exactly great news for online retailers,” said Karen Webster, CEO of “With online sales possibly hitting $105 billion this holiday season, this means that merchants are missing out on making nearly $38 billion more.”

Some of the interesting results The Checkout Conversion Index found include:

“We work with merchants daily and see this problem, firsthand,” remarks BlueSnap CEO Ralph Dangelmaier. “Worse yet, many merchants don’t even know that they have a problem – or the magnitude of it. That’s why we wanted to do something to shine a light on the problem so that we can raise awareness of the problem and, more importantly, help merchants overcome them.”

To view more findings from the Checkout Conversion Index, you can download the full report here.

Note to editors: This edition of the Checkout Conversion Index studied online checkout process, everything that happens before the buy button is pushed. This is the first of two issues in the online shopping experience. The next edition of the Index will include results of the friction that arises during payment processing, after the buy button is pushed.


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About BlueSnap

BlueSnap is a global payments technology company that optimizes global, mobile checkout and drives higher payment conversions by as much as 40 percent for eCommerce merchants worldwide. Their Powered Buy Platform fuels the growth for businesses eager to serve the global consumer and take advantage of the incremental sales opportunities that they represent. Learn how BlueSnap is fulfilling its promise to eliminate friction and convert more shoppers to buyers worldwide at


Contact For

Brooke Hawkins

(617) 374-4700

[email protected]


Contact For BlueSnap

Kimberly Rowell, BlueSnap

(781) 790-5014(o) (617) 816-5774 (m)

[email protected]