01
Forcing a consumer to create an account profile on a retailer’s website can potentially cost a sale.
True or False?
True
False
Answer: True
Forty-six percent of consumers surveyed said they would not make a purchase from a retailer if forced to create a website account or log in to one. The PayPal and Nielsen study found that the majority of consumers place importance on ease1, speed2 and not having to create a website account profile when completing an online purchase.3
Back
46%
of consumers surveyed would not make a purchase from a retailer if forced to create or log in to a website account.
Source: Nielsen, commissioned by PayPal, Nielsen Attitudinal Survey of USA (June 2024) with 1,000 consumers that made an online purchase in the past 2 weeks.
Executive Vice-President, Large Enterprise
& Merchant Platform Group, PayPal
Frank Keller
Businesses need to understand and solve consumer frustrations with their online shopping experiences. Expecting consumers to create store accounts is a friction point that leads to significant conversion drops. Finding ways to solve this and other time-consuming steps in the checkout process is critical to drive sales and keep shoppers engaged.”
“
PayPal Perspective
Source: Nielsen, commissioned by PayPal, Nielsen Attitudinal Survey of USA (June 2024) with 1,000 consumers that made an online purchase in the past 2 weeks. Base N: Guest checkout users (last 12 months) = 734, Frequent online shoppers (4+ purchases a week) = 133, Infrequent online shoppers (3 or less purchases a week) = 601, 18-29 YO = 140, 30-49 YO = 307, 50+ YO = 287.
of frequent online shoppers surveyed are likely to use guest checkout, despite having an account profile on a website.
72%
Back
So much for loyalty! Seventy-two percent of frequent online shoppers are likely to use guest checkout despite having an account profile on a website.4 More than half of frequent shoppers are likely to use guest checkout always or most of the time.5 This shows that businesses may be losing out on effectively communicating with potentially high-value shoppers after the sale.
Answer: False
False
True
Customers with existing website profiles are less likely to use guest checkout than new shoppers.
True or False?
02
Executive Vice-President, Large Enterprise
& Merchant Platform Group, PayPal
Frank Keller
The ability to recognize verified shoppers is key for enabling a high-speed guest checkout experience. And it’s only possible with the right breadth and depth of data.”
“
PayPal Perspective
Source: Nielsen, commissioned by PayPal, Nielsen Attitudinal Survey of USA (June 2024) with 1,000 consumers that made an online purchase in the past 2 weeks. Base N: 18-29 YO = 180, 30-49 YO = 380, 50+ YO = 440.
of 18 to 29-year-olds are likely to use anonymous "burner" email accounts for online shopping.
57%
Back
Thirty-six percent of consumers surveyed said they have one or more secondary email accounts they use for shopping, and that number is higher for younger shoppers.6 Fifty-seven percent of 18 to 29-year-olds and 49% of 30 to 49-year-olds use so-called “burner accounts,” or anonymous email addresses, when shopping online.7
Although these customers may be making a one-time purchase, they’re also limiting merchants' ability to send relevant messages that could reengage them and build long-term loyalty.
Answer: True
False
True
Gen Z and Millennial shoppers are more likely to use a “burner” email account at checkout.
True or False?
03
Executive Vice-President, Large Enterprise
& Merchant Platform Group, PayPal
Frank Keller
Customers feel understandably wary of how often and with whom they’re sharing their personal financial information. Merchants need to embrace this wariness and work with trusted partners like PayPal, who can help facilitate fast and streamlined checkout experiences.”
“
PayPal Perspective
Source: Nielsen, commissioned by PayPal, Nielsen Attitudinal Survey of USA (June 2024) with 1,000 consumers that made an online purchase in the past 2 weeks. Base N: 18-29 YO = 180, 30-49 YO = 380, 50+ YO = 440.
of shoppers aged 50 and over are likely to use guest checkout when shopping at a retailer that’s new to them.
64%
Back
Shoppers 50 and older are likely (64%) to use guest checkout when shopping at a new retailer.8 With 45% of 18 to 49-year-olds also using guest checkout on unknown sites,8 it’s clear that retailers have not adequately conveyed the value for customers to want to set up a full user profile. In fact, 51% of consumers use guest checkout with unknown merchants to avoid spam emails9 and 40% do not trust new merchants with their personal details.10
Answer: True
False
True
Shoppers aged 50 and over are more likely to use guest checkout when shopping at an unknown retailer than shoppers between the ages of 18-49.
True or False?
04
Executive Vice-President, Large Enterprise
& Merchant Platform Group, PayPal
Frank Keller
With Fastlane, we’re thrilled to offer businesses PayPal’s fast guest checkout experience that is quickly becoming a proven conversion driver. Once a shopper creates a Fastlane account, they’re able to make streamlined purchases with the confidence that their personal information remains secure.”
“
PayPal Perspective
Built For Conversion Without Sacrificing Your Data Edge
Fastlane By PayPal
Guest checkout has become standard for giving consumers the fastest and easiest route through checkout, but it’s time it received an upgrade.
Fastlane by PayPal allows merchants to provide a fast checkout experience regardless if a shopper chooses a store account or guest checkout experience. Because PayPal is both a consumer and merchant payments tool, it’s fitting that this much-needed update to guest checkout both improves the customer experience and encourages conversion. Shoppers with Fastlane profiles have shown to convert at a rate of about 67%11 and Fastlane-accelerated shoppers have been shown to complete guest checkout 28% faster.12
Adding Fastlane to your checkout can be quick and easy. Find out more at PayPal.
Tailored To Perfection
The Future Of E-Commerce
Read More From PayPal
Ready to see how much you know about guest checkout?
Test your knowledge in the quiz below and learn how merchants can create a streamlined guest checkout experience to encourage customers to return.
1 92% of consumers surveyed say ease of checkout is important to them when completing an online purchase. Nielsen, commissioned by PayPal, Nielsen Attitudinal Survey of USA (June 2024) with 1,000 consumers that made an online purchase in the past 2 weeks.
2 83% of consumers surveyed say speed of checkout is important to them when completing an online purchase. Nielsen, commissioned by PayPal, Nielsen Attitudinal Survey of USA (June 2024) with 1,000 consumers that made an online purchase in the past 2 weeks.
3 70% of consumers surveyed say not having to create a website account profile to checkout is important to them when completing an online purchase. Nielsen, commissioned by PayPal, Nielsen Attitudinal Survey of USA (June 2024) with 1,000 consumers that made an online purchase in the past 2 weeks.
4 Frequent online shoppers (72%) surveyed are more likely to use guest checkout despite having an account profile on website as compared to infrequent online shoppers (45%). Source: Nielsen, commissioned by PayPal, Nielsen Attitudinal Survey of USA (June 2024) with 1,000 consumers that made an online purchase in the past 2 weeks. Base N: Guest checkout users (last 12 months) = 734, Frequent online shoppers (4+ purchases a week) = 133, Infrequent online shoppers (3 or less purchases a week) = 601, 18-29 YO = 140, 30-49 YO = 307, 50+ YO = 287. 5 Frequent online shoppers (53%) surveyed are more likely to prefer to use guest checkout always/most of the time than infrequent online shoppers (34%). Nielsen, commissioned by PayPal, Nielsen Attitudinal Survey of USA (June 2024) with 1,000 consumers that made an online purchaser in the past 2 weeks. Base N: Guest checkout users (last 12 months) = 734, Frequent online shoppers = 133, Infrequent online shoppers = 601, 18-29 YO = 140, 30-49 YO = 307, 50+ YO = 287.
6 36% of consumers surveyed use burner emails when shopping online. Nielsen, commissioned by PayPal, Nielsen Attitudinal Survey of USA (June 2024) with 1,000 consumers that made an online purchaser in the past 2 weeks. Base N : 18-29 YO = 180, 30-49 YO = 380, 50+ YO = 440. 7 18-29-year-olds (57%) and 30-49-year-olds (49%) are more likely to use burner emails than 50+-year-olds (17%). Nielsen, commissioned by PayPal, Nielsen Attitudinal Survey of USA (June 2024) with 1,000 consumers that made an online purchaser in the past 2 weeks. Base N : 18-29 YO = 180, 30-49 YO = 380, 50+ YO = 440.
8 50+-year-olds (64%) are more likely to use guest checkout when shopping at a new/unknown retailer than 18-29-year-olds (45%) and 30-49-year-olds (45%). Nielsen, commissioned by PayPal, Nielsen Attitudinal Survey of USA (June 2024) with 1,000 consumers that made an online purchaser in the past 2 weeks. Base N : 18-29 YO = 180, 30-49 YO = 380, 50+ YO = 440. 9 51% of consumers surveyed prefer using guest checkout on unknown merchants to avoid receiving spam emails. Nielsen, commissioned by PayPal, Nielsen Attitudinal Survey of USA (June 2024) with 1,000 consumers that made an online purchaser in the past 2 weeks. Base N : 18-29 YO = 180, 30-49 YO = 380, 50+ YO = 440. 10 40% of consumers surveyed prefer using guest checkout on unknown merchants because they do not trust new merchants with their personal details. Nielsen, commissioned by PayPal, Nielsen Attitudinal Survey of USA (June 2024) with 1,000 consumers that made an online purchaser in the past 2 weeks. Base N: Recent (last 2 weeks) online purchasers who prefer to use guest checkout when making a purchase from a new/unknown retailer = 532.
11 Based on PayPal internal data from August 2 to September 30, 2024. (n=947)
12 Based on PayPal internal data from August 2 to September 30, 2024. (n=947) Comparing Fastlane accelerated shoppers vs. non accelerated shoppers for merchants that have integrated Fastlane.