Payments and shipping
The customer has found the perfect product, added it to the shopping cart and is ready to buy. But then two things can happen: their preferred payment method isn't available, or the shipping costs seem excessive. This section will help you to avoid these pitfalls and turn the intention to buy into a confirmed order.
In this section :
The moment of truth
The checkout is the most critical step in your sales tunnel. It's where cart abandonment is concentrated. A quarter of buyers abandon because they can't find their usual payment method. More than half leave if delivery charges seem too high, or if they discover them too late.
These figures are not inevitable. Careful configuration of your payment and shipping options can drastically reduce abandonment and improve your conversion rate. The idea is simple: offer choice without overwhelming, and be transparent about costs right from the start.
Accept payments 🔺
Every customer has his or her own habits. Some swear by credit cards. Others prefer PayPal, out of habit or mistrust of unfamiliar sites. Some want to pay by bank transfer, especially for large orders. And more and more customers are asking for payment in instalments.
Offering three or four different payment methods covers the vast majority of preferences. Credit cards via Stripe or PayPal Payments remain the mainstay. PayPal reassures cautious buyers: they don't have to enter their bank details on a site they're new to. Bank transfers are suitable for larger orders, even if they slow down the process. And fractional payment (Alma, Klarna) increases the average basket by making purchases more accessible.
The [Payment Methods] section (paiements-moyens.html) details the configuration of each option, their advantages and disadvantages, and their respective costs. Yes, every transaction has a cost: between 1.4% and 3% depending on the solution. This cost is part of your expenses, like packaging or advertising.
Payment security (paiements-securite.html) is non-negotiable. The SSL certificate that displays the little padlock has become a prerequisite, not a bonus. 3D Secure authenticates buyers and protects you against fraudulent charges. These protections have a slight impact on the user experience (an extra step at the bank), but they inspire confidence and save you losses.
Worry-free delivery 🔺
Delivery is often where stores lose customers. Fees too high, delivery times too long, options too limited: every friction is an opportunity for abandonment.
The first question to answer is: what are your delivery zones? Do you deliver only to metropolitan France? French overseas departments and territories? Europe? The whole world? Each zone has its own logistics constraints and rates. It's best to start small, mastering metropolitan France, then gradually expand. The [Shipping Zones] section (expedition-zones.html) will guide you through this configuration.
The choice of carriers depends on your products and your clientele. Colissimo remains the standard for home delivery, with a good price/reliability balance. Mondial Relay and Relais Colis appeal to customers who prefer to collect their parcels from a relay point, which is often less expensive. Chronopost is the preferred choice for express deliveries. And if you're sending fragile or bulky items, specialized carriers may be necessary. The [Carriers] section (expedition-transporteurs.html) compares the options.
Pricing delivery is a delicate balance. Too expensive, and you discourage purchases. Too cheap, and you'll cut into your margins. Free delivery over a certain amount is often the best compromise: it encourages customers to increase their shopping baskets, while being perceived as an advantage. "Free delivery from €50" naturally encourages customers to add a product to reach the threshold.
Costly mistakes 🔺
Revealing shipping costs at the last minute is the cardinal sin of e-commerce. The customer has spent ten minutes choosing his products, arrives at the checkout, and discovers €12 in delivery charges. He closes the tab. Display an estimate of shipping costs on the product page or in the shopping cart, before they even start checking out.
Offering a single delivery method frustrates customers who would prefer an alternative. Someone who wants his parcel tomorrow won't choose the same option as someone who can wait a week to save a few euros. Offer at least two choices: an economical standard and an express for those in a hurry.
Unclear delivery times generate anxiety. "3-5 working days" is clear. "Under 15 days" leaves room for doubt. Customers want to know when they'll receive their parcel, not a vague idea.
The absence of parcel tracking is a thing of the past. Today's buyers expect to be able to track their order in real time. A shipment without tracking generates support questions ("Where's my parcel?") and anxiety. All serious carriers offer tracking, so use it.
Neglecting to display the elements of trust leads to lost sales. The "Secure payment" badge, the SSL logo, the icons of accepted payment methods: these elements reassure visitors who don't yet know you. Trust is not a given on the Internet.
Measure to improve 🔺
A few indicators deserve your regular attention.
The conversion rate at checkout should be between 60% and 70%. If less than half of visitors who arrive at checkout complete their order, you have a problem to solve. Maybe it's the shipping costs, maybe it's the payment options, maybe it's a technical bug.
The impact of free delivery on the average basket is often spectacular. A store that switches from "€7 shipping" to "Free delivery from €50" generally sees its average basket increase by 20 to 30%. The cost of delivery is absorbed by the increase in sales.
The rate of lost or damaged parcels must remain below 1%. Beyond that, it's a carrier problem to be solved. Each problematic parcel generates a cost (return, refund) and customer dissatisfaction.
In a nutshell
The checkout is the moment of truth when the intention to buy becomes (or not) a real sale. Offer several means of payment to avoid losing anyone, secure transactions to inspire confidence, and be transparent about delivery costs and times right from the start. Conditional free delivery remains one of the most effective levers for increasing the average basket. Regularly measure your checkout performance and adjust your configuration according to the results.
Next steps 🔺
Configure every aspect for a smooth process:
- Payment - Card, PayPal, bank transfer and more
- Payment - SSL, 3D Secure, compliance
- Shipping - Where do you ship?
- Carriers - Choosing the right partners
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