Eliminate cart abandonment at the final hurdle.
Eliminate cart abandonment. We engineer seamless, high-converting checkout experiences that maximize trust and streamline the payment process.
What this page covers
Avelize optimizes Shopify checkout journeys, cart paths, trust signals, payment flow, account experiences, and checkout-adjacent UX so fewer buyers abandon late in the purchase process.
When this matters
Checkout UX matters when add-to-cart behavior is healthy but completion rate is weak, or when Shopify Plus customization creates complexity that needs careful design and QA.
What Avelize improves
- Cart and checkout friction analysis
- Trust and payment UX improvements
- Shopify Plus checkout extensibility
- Analytics and funnel validation
How Avelize works
- Diagnose: We review the current storefront, crawl paths, analytics, customer journey, and business constraints before recommending changes.
- Prioritize: We rank fixes by revenue impact, crawlability, conversion risk, implementation effort, and launch safety.
- Implement: We ship controlled improvements in code, content, UX, schema, internal links, or integrations depending on the page goal.
- Measure: We validate the outcome through Search Console, analytics, QA checks, and follow-up optimization.
The Psychology of Paying
The checkout is a high-anxiety environment for consumers. We utilize loss aversion and clear expectation-setting to guide them safely through the process. By removing navigation distractions and explicitly defining the next steps, we create a secure tunnel that leads exclusively to the confirmation page.
What the abandonment data actually says
The Baymard Institute’s aggregation of checkout studies puts average documented cart abandonment at around 70%. That figure is often quoted as though it were entirely recoverable, which it is not — a large share of it is browsing and comparison behaviour with no purchase intent to recover.
The recoverable portion is the part driven by the checkout itself, and the reasons are consistent across studies: extra costs such as shipping, tax and fees appearing too late; being required to create an account; a process that is too long or asks for information twice; visible security concerns at the payment step; and delivery timing that is unclear or slower than expected.
Every one of those is a design decision rather than a market condition, which is why checkout work has a better return than most storefront optimisation.
What you can change in Shopify checkout, by plan
Shopify deliberately restricts checkout, because it is the part of the stack where a bug costs money directly. What is available depends on the plan.
| Capability | Standard plans | Shopify Plus |
|---|---|---|
| Branding: logo, colours, typography | Yes, through the checkout editor | Yes, with deeper control |
| Checkout UI Extensions in defined slots | Limited | Yes |
| Custom fields and validation rules | No | Yes, via extensions and Functions |
| Reordering or hiding shipping and payment methods | No | Yes, via Shopify Functions |
| Custom discount logic | No | Yes, via Shopify Functions |
| Editing checkout markup directly | No | No. checkout.liquid was retired in 2025. |
On standard plans, the highest-return work therefore sits before checkout: showing full delivered cost on the product and cart pages, making delivery expectations explicit, and removing the surprises that cause the exit at step one.
The pre-checkout surface matters more than the checkout
Most abandonment attributed to checkout is caused earlier. A customer who reaches the shipping step and sees a cost they did not anticipate did not abandon because of checkout design; they abandoned because the cart page let them arrive unprepared.
We treat the cart, the product page cost disclosure and the delivery promise as part of the checkout system, and we measure the funnel from add-to-cart rather than from checkout start — because the step with the largest drop-off is usually the one before the one everyone is looking at.