Why Delivering An Identity-Powered Checkout Experience Is Key To Winning Shoppers

Retail Bum
2 min readAug 9, 2021


Consumers today expect an Amazon-like experience regardless of where they are choosing to shop.

However, delivering on that expectation is a fairly challenging task. After all, offering an Amazon-like shopping experience requires retailers to not only ensure that their customers’ shopping and checkout processes are as seamless as possible but also secure.

Asking for too much information to verify the identity of customers, however, can result in significant checkout abandonment. Meanwhile, requiring too little information can come at the cost of high rates of fraud.

“If a retailer has a really low fraud rate, the first thing they should be thinking about is whether they are blocking too many good customers,” said Greg Greiner, vice president of product at checkout network Bolt.

So what is a retailer to do? API-enabled decentralized checkout solutions can help. Such solutions eliminate the need for shoppers to create accounts from scratch every time they choose to shop with a new merchant, while retailers significantly improve their chances of turning one-time shoppers into returning customers.

“It is just a more and more powerful experience for retailers where they can have more and more of these shoppers that they’d never even seen before,” Greiner said.

US Retailers’ Trillion Dollar Checkout Conversion Problem

Originally published at https://retailbum.com on August 9, 2021.