Checkout isn’t just the final step in a transaction. It’s a critical moment that can make or break the customer experience. New research from The Harris Poll and Rokt reveals just how high expectations have become. Today’s shoppers want a checkout experience that’s fast, relevant and friction-free. And in Australia, those expectations are even higher.
Shoppers here don’t just want personalised offers, they expect them to arrive instantly and seamlessly. In fact, 62 per cent of Australian consumers prefer brands that offer relevant recommendations, and 42 per cent say they’re more likely to return to brands that personalise their checkout experience.
This brief but powerful window is what Rokt calls the Transaction Moment™. It is the point when shoppers are most engaged and open to brand messaging, and it is where loyalty is won or lost.
Relevance converts in the Transaction Moment™
At this point in the journey, shoppers want to feel understood. For Australians, finding a great deal at checkout is the biggest driver of satisfaction (57 per cent), followed by seeing clear order confirmation and tracking (53 per cent), and clicking “purchase” (47 per cent).
Globally, the trend is clear too. Sixty-three per cent of consumers say they will spend more with brands that personalise and enhance the checkout experience. Fast, one-click checkout and relevant last-minute offers are especially valued in countries like the US and Australia, where speed is closely tied to satisfaction.
While personalisation matters across markets, Australians place extra importance on relevance that enhances speed and clarity. Offers need to be timely, useful and seamless to keep shoppers engaged and build trust.
These expectations are even more pronounced among younger generations, who want brands to recognise and respond to their preferences in real time.
There’s no room for friction
Today’s shoppers have little patience for clunky checkout flows. They expect pages to load instantly, navigation to be intuitive, and confirmation details to be crystal clear.
And they won’t stick around if those expectations aren’t met. Fifty-eight per cent of global consumers say they’ll abandon a cart if the checkout process isn’t seamless.
Anything that slows them down or feels off can break trust and derail a purchase. That’s why a smooth checkout process isn’t just a nice-to-have. It’s the baseline.
What retailers can do
As expectations continue to rise, especially in Australia, brands that prioritise the Transaction Moment will be better equipped to drive loyalty and conversions. Here’s how to stay ahead:
- Optimise for ease: Remove unnecessary steps, simplify forms and integrate one-click payment options.
- Deliver relevant content: Use customer signals to personalise the experience without adding friction.
- Build long-term trust: Offer clear tracking, transparent pricing and secure payment flows that reinforce confidence.
The takeaway
Checkout is no longer just a step in the process. It is a defining part of the customer experience.
And for Australian shoppers, brands that deliver speed, transparency and relevance in the Transaction Moment will earn more than just conversions. They will earn long-term loyalty.
- Download the full local report here to explore how evolving checkout expectations reshape customer behaviour.
