Case Study: AllSaints achieves 34% increase in checkout conversions with Amazon Pay

How an online fashion retailer increased checkout conversions by 34%

AllSaints, a British fashion retailer with online shopping and 232 stores worldwide, faced significant checkout drop-off as customers were required to remember passwords and manually enter card and address details. To address this friction, AllSaints chose to integrate Amazon Pay into its online store to offer a familiar, third-party payment option.

By implementing Amazon Pay—allowing customers to check out with their Amazon credentials without leaving the AllSaints site—the retailer reduced checkout time by 70 seconds, increased checkout conversions by 34%, and now sees 24% of online customers choosing Amazon Pay; the integration took only a few weeks and also improved the speed, security, and repeat purchase experience.

AllSaints

Rich Ascott

Global Digital Director