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>> This is the number one reason Amazon is winning everything. It's not even the cheapest anymore. But it's such a hassle shopping at other websites.

Speaking as an online merchant, we default to guest checkout and we regularly get emails "how do we register for checkout".

It would seem customers have been trained that they need to register before checkout.

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Everything is behavior online and behavioral design is everything for a smooth experience. What we could need is a mechanism where you can reliably and safely provide stores with ALL required personal and payment details with the click of a button. Currently, not even autofill works satisfactory due to a myriad of reasons.

We have that mechanism, it's called Apple Pay. I believe Google Pay does the same. The problem is that for both incompetence (they don't have good developers that can integrate it in their third-party eCommerce solution) and malice (one-click Apple Pay checkout won't allow them to implement dark patterns and upsells) it's never done.

Some percentage of customers think this, sure. Is it even 1% of orders?

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