The checkout that worked in 2023 is losing you sales in 2025.
Sounds harsh, right? But think about it- a couple of years ago, trimming a field from a multi-step checkout or adding a discount pop-up felt like progress. In 2025, those small tweaks don’t match what shoppers expect. They want speed, clarity, and a friction-free path to purchase.
That’s exactly what MUJI, a BigCommerce store, did by growing 50% year over year.
By modernizing its storefront with faster performance and a mobile-first design, MUJI lifted its online experience. The brand also added flexible payment options like PayPal and Adyen to meet shopper expectations.
As a result, MUJI grew its ecommerce business by nearly 50% year over year, while expanding from 12 to 29 markets.
And MUJI isn’t an outlier. Across BigCommerce stores, the same pressures are showing up, performance gaps on mobile, clunky checkout flows, and hidden costs that push shoppers away.
Here’s what's happening-
BigCommerce has also responded to these pressures with infrastructure-level changes aimed at closing conversion gaps. One standout new feature is Fastlane by PayPal; a guest checkout flow that’s up to 40% faster, giving shoppers a near one-click experience and cutting the drop-offs that usually happen during long form checkouts.
So, the funnel hasn’t disappeared, but the way it converts looks very different in 2025. Merchants who want to win on BigCommerce need to build CRO around four fundamentals: checkout & payments, close the mobile gap (speed + simpler forms), social traffic paths, and trust UX.
So where should BigCommerce merchants focus if they want to improve conversions in 2025?
If there’s one place your funnel leaks the most, it’s checkout. And in 2025, “fixing checkout” doesn’t mean trimming a field. It means rebuilding the whole flow so shoppers don’t have a second to rethink.
As of February 2025, BigCommerce made it's Optimized One-Page Checkout the default. Everything from cart → shipping → payment → confirmation now lives on a single page.
Why it works:
On mobile, long checkout forms are a common point of drop-off. Digital wallets such as Apple Pay, Google Pay, PayPal/Venmo, and Amazon Pay help reduce that friction by letting shoppers complete purchases with stored details.
Wallets also add a layer of trust. Recognizable payment options reassure shoppers and make them more comfortable completing the purchase.
👉 Place wallet buttons above the fold on mobile and provide multiple options to cover different buyer preferences.
Price hesitation is real, and that’s where BNPL earns its keep. Instead of staring at “$100 upfront,” shoppers see “4 payments of $25.”
Feels lighter, right?
That’s why BNPL exploded. Adobe says shoppers spent $18 billion on it during the 2024 holiday season alone.
For instance, Stormy Kromer, a BigCommerce store based in Michigan, uses Klarna’s “Pay in 4” BNPL option, placing the Klarna banner just beneath the Add to Cart button to increase visibility.
👉 The takeaway: surface BNPL messaging early (on PDPs and carts), and lean on it most for higher-value products where hesitation hits hardest.
This new offering from Amazon lets shoppers check out on your BigCommerce store using their Amazon account. The familiar badge signals speed, trust, and free returns, things shoppers already associate with Prime.
On average, merchants see about a 25% lift in conversions after adding it. Shoppers log in with saved details, get 1–2 day delivery, and feel reassured about the purchase.
More than 60% of visits to BigCommerce stores come from mobile, but conversion still trails desktop. Of course, we can't erase that gap with one tweak, and paid traffic still matters, but tightening mobile fundamentals (faster pages, one-page + guest checkout, wallet buttons placed high) reliably lifts sales from the traffic you already have.
To understand better, let’s take a look at-
White Stuff, a prominent fashion retailer on BigCommerce. Their old site was slow, checkout stretched across three pages, and mobile shoppers bailed before finishing orders.
So they went back to basics: speed up the site, simplify the flow, and make checkout painless. They doubled site speed on mobile, cut checkout from three steps to one, and added a guest checkout option so new shoppers could buy without creating an account.
The payoff?
The takeaway: if most of your traffic is already on mobile, that’s where your funnel is leaking. Fix speed, simplify checkout, and make it easy for guests to buy.
The funnel isn’t just homepage → product → checkout anymore. In 2025, a lot of shoppers jump in halfway, they see a product on TikTok, Instagram, or Google Shopping before they ever land on your site.
That’s why price and promo consistency matter so much. Imagine tapping an Instagram ad that says $39.99, only to land on a PDP showing $44.99. Or seeing “free shipping” on TikTok, then a fee added at checkout. Those little mismatches are enough to make shoppers close the tab.
Consistency matters because-
👉 Audit prices and promos regularly, align ad copy with PDPs, and use automation (like Feedonomics) to sync inventory and pricing across 300+ channels. In 2025, consistency isn’t just operations, it’s CRO.
A shopper adds something to the cart, and then they think, will it look like the photos? will it actually arrive on time? Is it really worth the price? Honestly, we all think the same way when we shop.
That’s where reviews and UGC help. Seeing unboxing photos, quick videos, or honest feedback from other buyers answers those questions in real time.
Gevi Household leaned into this by putting customer content right on their product pages.
By turning customer photos into shoppable UGC galleries on its homepage and linking social traffic through a Shop-on-Bio landing page, the brand turned everyday content into real shopping paths.
On product pages, reviews, unboxing shots, and short customer videos gave shoppers a way to picture the product in real life, making the decision to buy feel easier and safer.
The results:
Don’t bury policies in fine print. Make return windows and coverage visible during checkout. Shoppers want peace of mind that if something breaks, they’re not on their own. That’s where extended protection can help.
Merchants using product protection platforms like SureBright surface warranties seamlessly throughout the customer journey building confidence while also lifting conversions and retention.
With a ready-to-install app and flexible APIs that plug directly into your BigCommerce store checkout, protection offers can be deployed across any sales channel in your stack without custom dev work or friction.
👉 Curious what that looks like on your store? See how SureBright protection shows up in checkout.
So, what does all this add up to? A funnel that looks less like a straight line and more like a loop, one that demands speed, trust, and clarity at every step.
So, ask yourself: if 70% of your traffic arrives on mobile tomorrow, or every Meta ad click redirects to your store, will your funnel convert, or will it leak?
Because in ecommerce, the smallest friction point often decides the biggest outcomes.
As Jeff Bezos once put it-
“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.”
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