Ecommerce Design / Product News

The Future of Express Checkout: In-Context Checkout and One Touch™ Now Live on Tens of Thousands of Online Stores

Tracey Wallace / 2 min read

Today, tens of thousands of online store owners can officially say goodbye to long-winded checkouts for many of their customers. BigCommerce merchants utilizing PayPal Express Checkout will notice something new and incredibly convenient at their checkout: an in-context, One Touch experience.

Both updates to the checkout experience are aimed at reducing the ecommerce industry’s 67% abandoned cart rate average and increasing overall site conversions by removing barriers along the buyer journey. In-context, One Touch PayPal was first made available in PayPal powered by Braintree last year and is now available to all PayPal Express Checkout options in BigCommerce.

In-Context Checkout

PPEC In-Context

In-context checkout provides a single-page experience, so shoppers using PayPal to checkout on your site will no longer be redirected to a PayPal hosted page. Instead, PayPal’s in-context checkout will allow shoppers to stay on your site throughout the checkout process, effectively eliminating a redirect barrier to final checkout.

Benefits for Online Retailers and Their Customers

  • Keep buyers on your site: Buyers can now pay with PayPal without leaving your website.
  • Simplified design: The new PayPal Express Checkout experience keeps buyers focused on what matters most, completing purchases quickly in just a few clicks.
  • It’s the same PayPal security you expect: This gives your customers peace of mind throughout the purchasing process and you the time to focus on your business priorities.
  • Consistent experience across devices: Deliver a trusted PayPal experience on PCs, tablets or smartphones; to make mobile shopping familiar and faster, the checkout experience is optimized for mobile screens.

One Touch  Checkout

One Touch checkout turns 16 digits into a more simple checkout experience, as shopper payment data is stored securely on a customer’s device and pulled automatically for checkout. With One Touch, a shopper can stay logged in on all their devices, allowing their credit card data to fill with just a few clicks on checkout pages.

Benefits for Online Retailers and Their Customers

  • Fast checkouts: With One Touch™ enabled, customers can streamline their check out experience to just a few clicks.
  • Find it all over: One Touch works with BigCommerce businesses that accept PayPal. Customers can surf and shop from one site to another with ease.
  • Any device: Whether it’s a phone, tablet or desktop, customers can enable One Touch independently on each of their devices.
  • Secure: We don’t share customers’ full financial information with merchants. And customers can easily turn off One Touch at any time if they so choose.

What This Means for the Retail Industry

Shoppers are no longer loyal nor silo-ed to individual shopping channels. Convenience plays a large role in today’s buyer journey –– but checkout experiences have been slow to account for this, which may influence low mobile conversion rates. But as online and mobile checkouts continue to reduce friction between desire to purchase and actual purchase, abandoned cart rates are expected to decrease. This means increased revenue for merchants at all business tiers as more customers turn into conversions.

Overall, BigCommerce with PayPal’s in-context, One Touch checkout simplifies the checkout process, keeping buyers focused on what matters most – completing online purchases quickly and conveniently.

BigCommerce merchants can learn how to enable this feature for their store here. Have any questions or concerns? Drop them in the comments below.


Tracey Wallace

Tracey Wallace

Director of Marketing MarkterHire | Former EIC, BigCommerce | Founder, Doris Sleep

Tracey is the Director of Marketing at MarketerHire, the marketplace for fast-growth B2B and DTC brands looking for high-quality, pre-vetted freelance marketing talent. She is also the founder of Doris Sleep and was previously the Head of Marketing at Eterneva, both fast-growth DTC brands marketplaces like MarketerHire aim to help. Before that, she was the Global Editor-in-Chief at BigCommerce, where she launched the company’s first online conference (pre-pandemic, nonetheless!), wrote books on How to Sell on Amazon, and worked closely with both ecommerce entrepreneurs and executives at Fortune 1,000 companies to help them scale strategically and profitably. She is a fifth generation Texan, the granddaughter of a depression-era baby turned WWII fighter jet pilot turned self-made millionaire, and wifed up to the truest of heroes, a pediatric trauma nurse, who keeps any of Tracey’s own complaints about business, marketing, or just a seemingly lousy day in perspective.

View all posts by Tracey Wallace
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