One-Click Purchasing: How Click-to-Buy Is Revolutionizing E-Commerce

What is one-click purchasing?

One-click purchasing is an e-commerce feature that lets customers complete an online purchase quickly without reentering personal and payment data. What happens when an online seller implements one-click purchasing into their e-commerce website design? Customers only have to enter their payment, contact and shipping information when they make their first purchase. They allow the site to save and store these details for future purchases. This information is stored either directly on the website’s platform (which may require compliance with PCI DSS) or through integrated payment systems like PayPal or Stripe.

When a customer with saved details wants to purchase an item, a simple click on a Buy Now or similar button is all that’s required. The process typically takes less than a minute.

Some businesses extend one-click purchasing to apps or integrate with third-party platforms, including social media sites, to streamline the process. For example, on Facebook, businesses can display products with an image and description; users can select a click-to-buy button to purchase directly through Facebook without switching to a browser window.

What are the benefits of click-to-buy in e-commerce?

Businesses that implement click-to-buy purchasing options on their e-commerce websites can reap numerous benefits, including the following:

1. One-click purchasing can boost sales.

With fewer pages and buttons to navigate, customers won’t be aggravated by a long, drawn-out checkout process. This purchasing ease encourages shoppers to turn their browsing into buying. In fact, Cornell research revealed that 70 percent of online shoppers will leave an e-commerce site without buying if they’re faced with a complicated checkout process. Notably, the research found, retailers with one-click checkout services saw an increase in customer spending by about 28.5 percent. Shoppers are willing to spend more time on the site, search for more items and ultimately buy more.

“The easier businesses can make the buying process for consumers, the more revenue they’re going to bring in,” explained Tyler Nalbach, the founder of SEO Align. “The more clicks a consumer has to make, the higher the chance they are going to get hung up somewhere in the process and not follow through with the purchase.”

Brandon Hartman, the founder of RV Heating Warehouse, an e-commerce company that specializes in RV heating systems and replacement parts, agrees that an easy checkout process can boost sales. “[One-click purchasing] plays on the consumers’ impulse to buy, which could mean more sales for you,” Hartman noted.

2. One-click purchasing fosters repeat business.

The Cornell study revealed that one-click buyers tend to return to websites with click-to-buy functionality due to their positive experiences. Additionally, e-commerce stores can track orders from one-click shoppers (in compliance with privacy laws). They can also spot online purchasing habits and identify upselling and cross-selling opportunities based on previous purchases.

Buyers appreciate these tailored customer experiences and are more likely to continue buying from the seller. This, of course, helps the company earn repeat business and build customer loyalty.

3. One-click purchasing reduces shopping cart abandonment.

Shopping cart abandonment is a significant issue for online sellers that can hurt sales, loyalty and brand reputation. It often stems from a complicated checkout process that requires customers to create or log in to an account before completing their purchase. Too often, frustrated customers close the site and leave — unlikely to return — rather than jump through unnecessary checkout hoops.

However, one-click purchasing doesn’t give customers any incentive — or time — to change their minds. “A seamless checkout experience removes friction from the buying process and reduces the likelihood of customers abandoning their cart, especially for low-cost, frequently purchased items,” explained Eli Goodman, CEO and co-founder of Datos, a Semrush company. “From a business perspective, this increases profitability and encourages loyalty, too. If the shopper can easily ‘shop and go’ without jumping through too many hoops, both parties win.”

4. One-click purchasing boosts mobile commerce.

According to Capital One research, 57 percent of e-commerce sales originate on mobile devices; this number is expected to reach 63 percent by 2028. In particular, if you want to build a brand that attracts Gen Z and millennials, you must prioritize mobile commerce.

Click-to-buy functionality is a game-changer for mobile commerce. It lets shoppers quickly complete purchases on phones, tablets or even laptops with minimal hassle. Instead of logging in on every device, customers can simply verify their payment through a secure payment processor.

Mobile wallets like Google Pay, Apple Pay and Amazon Pay further streamline the mobile purchasing process by simplifying payment verification. Additionally, social media apps have integrated click-to-buy buttons, allowing users to purchase directly from the app without switching platforms or devices.

5. One-click purchasing improves the customer experience.

The customer experience is a crucial consideration for online and offline brands. According to PwC’s Future of CX report, about one-third of consumers (32 percent) say a single bad experience is enough to make them stop supporting a brand they previously loved. And things get worse with repeated poor experiences. According to Emplifi, 86 percent of consumers would abandon a trusted brand after two bad experiences.

Clearly, providing a great customer experience is essential; one-click purchasing is an excellent place to start for online retailers. When customers visit your site or app, they expect easy navigation and a seamless payment process. “Customers are spoilt for choice nowadays, so you have to make sure you’re providing them all the bells and whistles to make their stay or experience on your website as smooth and seamless as possible,” Hartman advised.

Which businesses should consider click-to-buy functionality?

One-click purchasing tends to be most successful for businesses with the following elements:

• Focuses on repeat customers: Customers who shop frequently with a business tend to appreciate one-click purchasing the most. If your business relies solely on new, one-time or irregular customer interactions, one-click purchasing may not be necessary for your online store.
• Broad product line: Sellers with customized or specialized products will likely benefit less from click-to-buy services. Shoppers seeking unique tools or customized decor aren’t in a hurry and will take the necessary time to research and purchase the right products. In contrast, buyers looking for more everyday purchases will appreciate the convenience click-to-buy options. “[One-click purchasing] is especially effective for affordable, everyday items or products people buy on impulse — quick buys that people don’t want to think twice about,” explained Dr. Pedram Kordrostami, the CEO and chief medical officer at omre.co, an e-commerce supplement company.
• A willingness to be transparent: Click-to-buy customers need all necessary information upfront. Therefore, any seller that offers one-click purchasing must embrace business transparency and include all shipping costs, fees, and sales policies. “Provide your customers all they need to know about your shipping costs, return policies and other fees associated,” advised Hartman. “It’s important that you are transparent about these things to ensure that your customers feel comfortable using the option.” If your business is unable or unwilling to provide this information before checkout, a click-to-buy setup may not be right for you.

Considerations before implementing one-click purchasing

If you’ve decided to implement one-click checkout options for your online store, carefully consider the following potential issues before getting started.

Security and privacy concerns

While click-to-buy makes purchasing easier, consumers may be concerned about privacy and security. Online sellers must ensure their customers’ personal data stays safe.

One of the best ways to keep your customer data secure is by carefully selecting a reputable payment processor. The best credit card processors have robust security and practices designed to protect customers’ privacy during the entire sales transaction process. Ensure any provider you work with complies with security standards like PCI DSS and employs encryption, tokenization, and other advanced measures.

Additionally, transparently share your data privacy policies with customers. Also, ensure your website utilizes robust security measures (e.g., SSL, multifactor authentication) to protect their accounts. The right safeguards must be in place to guard against unauthorized access.

Pricing and target market considerations

Your product’s price points and your target audience are crucial factors to consider when implementing one-click purchasing. Consider the nature of your offerings to ensure they align with the purchasing method you implement. For significant or high-value purchases, customers may prefer taking more time to weigh their buying decisions and options.

“For higher-ticket products or products that require more research, consumers are going to want to see as much information as possible,” Nalbach said. “They don’t usually want to make the purchase process as fast as possible.”

In contrast, lower-ticket items work well with one-click purchasing, as customers tend to prefer convenience over complex decision-making for these kinds of items.

Still, offering higher-priced products doesn’t preclude merchants from implementing one-click purchasing. This feature can provide an option for quick and straightforward purchases, while customers who need more details can opt for a traditional checkout process.

Error and dispute management strategies

The fast pace of click-to-buy can cause customers to make hasty decisions. Plus, they can potentially miss essential product information (shipping costs, return policies, extra fees) if it’s not featured prior to checkout. Without this vital data and appropriate context, customers may request refunds, place customer support requests, file disputes or even initiate chargebacks.

“Some shoppers might hit ‘buy’ before they’re fully decided, feeling rushed or even misled. So, it’s important to have clear messaging,” Kordrostami said. “As a small business, if you get lots of chargebacks, the payment provider will kick you off and ask you to find another provider.”

Be willing to assist customers when problems arise, especially if a lack of transparency on your end contributed to the issue. Additionally, prepare your staff and establish clear policies outlining acceptable customer transactions, including refund terms and dispute-resolution processes.  This ensures your business stays compliant with your payment provider’s requirements while maintaining customer satisfaction.

Miranda Fraraccio contributed to this article.