The megamarket has implemented a "Quick Purchase" scenario that changes the key point of the funnel — the transition from listing to product profile. Now you can place an order directly from the search results, regardless of whether the user came from the catalog or the search. At the UX level, it looks simple, but in fact it's a struggle for seconds of attention and for conversion in an environment where the buyer compares sites by speed, not by promises.
According to the company, a significant proportion of the audience has tried to buy on the fly before: 26% of users place orders directly from the listing. Previously, they had to drop into the card and go through the extra screens. The new scenario reduces the path to an order from four steps to two — and this is especially sensitive in a mobile environment, where any extra click increases the chance that the customer will switch to another service.
Yaroslav Afanasyev, the commercial director of the service, formulated the key logic of the change.:
"Speed and convenience are becoming key factors in choosing a marketplace. The user expects that the purchase can be made instantly. Launching a quick purchase is part of our strategy to increase conversions and develop a seamless customer experience."
On the operational side, "quick checkout" is not just about the interface. In order for the promise of "a couple of clicks" to work, the site needs to maintain stable data quality: current balances, correct delivery dates, clear refund terms, pre-saved addresses and payment methods. Otherwise, the acceleration turns into an increase in cancellations and claims, which quickly "eats up" the conversion gain.
This news is also important for the foreign economic activity market and cross-border trade. The shorter the clearance path, the higher the proportion of impulse purchases, which means that the burden on fulfillment and the last mile is greater. If there are many imported items in the assortment, the value of the exact status of the product increases: where it is located, whether it has been sorted, and what is the actual delivery time. A quick checkout increases the synchronization requirements between the storefront, warehouse, carrier, and payment loop. Otherwise, the user will buy "quickly" and get disappointed quickly.
The company has already outlined the next step: to expand the "quick purchase" scenarios to other points of interaction and, with good metrics, think about a mini-shopping cart, upsale tools and integration into recommendations and the main page. This is a typical trajectory of mature marketplaces: accelerate the basic payment path, and then carefully return additional sales through smart but unobtrusive elements.
