Definition
Checkout completion isolates the funnel's most expensive leak - users who chose to buy and failed to pay. Guest checkout, wallet payments (UPI, Apple Pay), progress indicators and error clarity move it measurably.
Why it matters
At scale, one percentage point of checkout completion rivals entire marketing channels - and it compounds across every campaign forever.
Formula
Completed purchases / Checkouts initiated
Benchmarks
60%+ strong for mobile e-commerce
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