Fast Debuts ‘Headless’ Checkout, Allowing Purchases Almost Anywhere

Online checkout firm Fast announced the debut of its one-click checkout option, headless checkout, to allow shoppers to buy items virtually from anywhere, including at in-person events, while perusing articles online and on connected TVs, according to a Wednesday (Sept. 29) press release.

The checkout capability is available while browsing content on Apartment Therapy and The Kitchn, according to the announcement. In addition, guests watching a Tampa Bay Lightning game can scan a QR code on one of the 10,000 cup holders in Amalie Arena to order items without leaving their seat.

The seamless checkout experience is also available via advertisements on connected TV from retailers like Gerard Cosmetics. Viewers simply scan a QR code on the ad to buy a product. Instead of navigating through multiple pages while shopping online, buyers can also select Fast Checkout on a product review or ad.

“We can completely transform the content industry by eliminating friction and enabling people to get anything they want right at the moment of inspiration in just one click,” said Fast CEO and Co-founder Domm Holland.

Fast was founded in 2019 to offer an alternative to eCommerce checkout that requires payment details and passwords to be entered, according to the company’s website.

According to PYMNTS, there are more than 2.1 billion digital buyers and upwards of 24 million different eCommerce sites serving them.

Read more: Deep Dive: How Behavioral Analytics Can Reduce Friction To Boost Sales And Customer Loyalty

Cart abandonment is a critical issue for eCommerce retailers, with large numbers of shoppers going through the online shopping experience only to bail at the last minute. One survey found that 86% of shoppers had abandoned a cart at some point while shopping online, while other research showed that consumers abandon carts without buying an average of 81% of the time.

Fridays, Saturdays and Sundays have the highest rates of cart abandonment, hitting almost 90%, according to PYMNTS.