Articles by Alex Lawson.
An outcomes-driven marketing and growth leader with 15+ years of experience across B2B, B2C, retail, and FMCG, specialising in demand generation, digital strategy, and strategic partnerships. Proven track record in driving revenue growth, go-to-market strategies, and brand positioning, with expertise in account-based marketing (ABM), eCommerce, and integrated digital projects. Adept at simplifying complexity, fostering high-impact collaborations, and delivering measurable business results.
Checkout Components in Focus: Sydney and Melbourne Ecommerce Events Recap
May and June were a busy period for the team, with involvement in two of the most significant events on the Australian ecommerce calendar
Tailored for AOV Uplift: How Menswear Checkouts Are Winning
For brands like GAZMAN, Mr Simple and WNDRR, checkout is being used less as a place to transact and more as a fast lane to help customers finish what they already came to do.
A/B Testing for Checkout Components Is Here!
What if you could stop guessing which checkout experiences work and start proving it? Introducing A/B testing for Checkout Components: a powerful new way for our merchants to experiment, compare and optimise every component in checkout.
Why Health & Supplement Brands Are Leading Checkout Performance
Supplements, Health & Wellness has quickly become one of the strongest performing verticals for Checkout Components and it isn’t a fluke.
OpenAI Abandons Direct Checkout in ChatGPT: What This Means for Ecommerce
OpenAI has stepped back from enabling purchases directly inside ChatGPT, confirming what ecommerce operators already know: AI can guide discovery, but conversion still happens on the retailer’s site. That makes your checkout experience one of the most important moments in the customer journey.
Boody achieves 103 per cent upsell revenue growth
By focusing on relevance and clarity at checkout, Boody unlocked a 103% increase in upsell revenue year-on-year. With personalised offers, free-shipping incentives, and campaign-aligned messaging, every checkout became a measurable growth opportunity.
10 Checkout UX Mistakes That Are Costing You Conversions
Checkout is where ecommerce revenue is won or lost. Small UX mistakes, like unclear shipping costs, irrelevant upsells, or poor mobile layouts, can quietly destroy conversion rates. We break down 10 common checkout UX mistakes brands make today and show how fixing them can unlock higher conversion and average order value.
Optimising Checkout for AI-Driven and Agentic Commerce
AI-driven and agent-assisted buying is reshaping ecommerce. From automated reorders to AI shopping agents completing purchases on behalf of customers, checkout is becoming the execution layer for machine-initiated commerce.
Why Frictionless Checkout is the Most Important Ecommerce Trend in 2026
Frictionless checkout is driving higher conversion and AOV in 2026. Learn how ecommerce brands reduce checkout friction to increase revenue.
Most Users Will Try to Qualify for Free Shipping. Here’s How to Turn That Behaviour into Revenue at Checkout
Most shoppers will happily add more to their cart if it means unlocking free shipping, and Baymard’s latest research proves it. Over half of customers pause checkout to qualify for the threshold. In this post, we unpack what that means for AOV and show how brands using Checkout Components turn free-shipping prompts into high-converting, hyper-relevant upsells at checkout.
Higher BFCM Revenue Is Hiding in Your Checkout
From afterthought to advantage; our 15-minute setup to drive conversion and AOV when it matters most.
Still time to fix your checkout before BFCM
See how Shopify Plus retailers like Boody and Gazman use Checkout Components to increase their AOV by customising their checkout.
Capture More (With Less): Inputs & Calls-to-Action That Support KPIs
Smart inputs (consent, final-sale acknowledgements) and one well-placed CTA (e.g. loyalty) keep you compliant, reduce post-purchase overhead, and grow LTV, without bloating forms.
Build Customer Trust at Checkout: The Content That Reduces Abandonment
Clear, context-specific content, policies, timelines and trust cues, removes doubt and saves support time during peak periods.
Unlock Unclaimed Revenue: Targeted Upsells That Lift AOV (Without Killing CX)
BFCM traffic is peaking and baskets are bigger than ever, your checkout can (and should) turn more of that intent into incremental revenue with low-friction upsells.
BFCM is Stressful. Checkout Can Be the Easy Part.
BFCM is the biggest opportunity of the year for eCommerce brands, but the real wins happen at checkout. The BFCM 2025 Checkout Playbook shares proven strategies from leading Shopify Plus merchants to increase AOV, boost conversion, and reduce cart abandonment. Learn what works, implement fast, and make your checkout your competitive advantage this sales season.
3 Quick Checkout Wins to Maximise Your Afterpay Day Sales
Afterpay Day is coming, here are three quick checkout tweaks to boost AOV, drive urgency, and build customer trust.