How many sales are you losing every month because your checkout process isn’t optimized? It’s a question every e-commerce manager should consider. Yet, even the most experienced Dutch retailers often miss simple opportunities to boost their checkout performance.
When you’re deeply involved in your brand, it’s easy to overlook crucial details—like confusing payment options, a complicated checkout process, or unclear delivery information—that can result in customers abandoning their carts.
That’s why stepping back and taking a fresh look at your checkout flow is so important.
In this teardown, we’ll explore the checkout experiences of top Dutch brands. We’ll pinpoint what they’re getting right, where they’re going wrong, and how you can apply these lessons to optimize your own checkout flow for 2025.
Ready to turn more visitors into customers? Let’s dive in.
Table of contents
- Why delivery experience matters;
- Checkout experience teardown by brand;
- How to optimize your e-commerce checkout process;
- Conclusion.
Why delivery experience matters
Picture this: a customer is ready to buy, but when they hit the delivery options, things fall apart—unexpected high fees, limited choices, or long delivery times. Collecting accurate shipping details during the checkout process is crucial to streamline the experience and ensure customers can select their preferred delivery option.
Just like that, a sale is lost because the delivery experience didn’t meet consumer expectations.
Delivery issues — unexpected costs or unclear timelines — are a major cause of cart abandonment. Once trust is broken, it’s hard to win back. Poor delivery doesn’t just hurt today’s sale — it can damage long-term customer loyalty.
However, when done right, offering flexibility and transparency can lead to a huge payoff. Elon saw a 15% increase in conversion rates by implementing a delivery option that went above and beyond customer expectations.
Discover how Elon boosted conversions with Ingrid
So, what’s the winning delivery experience in 2025? Fast, flexible, and transparent, with options like same-day delivery and real-time updates.
Get this right, and you won’t just see more conversions — you’ll build customer relationships that last. In a world of rising expectations, delivery is your competitive edge.
Checkout experience teardown by brand
To help you elevate your checkout process, we’ve reviewed the best practices and challenges faced by top e-commerce brands across fashion, accessories, homeware, beauty, and personal care. Use these insights to create smoother checkout pages, reduce checkout abandonment, and leave a lasting impression on customers.
Hatstore, for instance, improved their delivery options with more flexible and transparent choices, creating a smoother checkout experience. As a result, Hatstore increased their AOV by 15%, driving higher customer spending.
Explore how Hatstore achieved this success with Ingrid
Omoda
Omoda is a fashion retailer offering stylish shoes, clothing, and accessories. Known for quality and sustainability, they provide a wide range of products online and in stores across the Netherlands.
The Do’s
- Delivery costs in mini-cart: Delivery costs are clearly visible in the mini-cart, enhancing transparency for customers.
- Multiple delivery options: Customers can choose between home delivery (for a fee), collection points (for a fee), or in-store pickup (free).
- Choice of carriers: Shoppers have the option to select between DHL and PostNL, providing more control over their deliveries.
The Don’ts
- Guest checkout issues: While Omoda claims you can complete your purchase as a guest, this option appears unavailable when proceeding with checkout.
- Checkout complexity: The overall checkout process could be simplified, especially by removing the need to create an account for guest users.
- No upselling products in mini-cart: Lacks opportunities for upselling or recommending additional products in mini-cart.
De Bijenkorf
De Bijenkorf is a luxury department store offering premium fashion, beauty, and lifestyle products, known for exclusive collections and exceptional service.
The Do’s
- Easy checkout: The checkout progress is clearly defined with simple steps, minimizing confusion.
- Fast delivery options: Offers next day delivery and options for home or in-store pickup.
- Multiple payment options: Supports various payment methods including iDEAL, PayPal, and credit cards.
The Don’ts
- No upselling: Lacks opportunities for upselling or recommending additional products during checkout.
- Limited carrier options: Only providing PostNL as a shipping carrier may frustrate customers who prefer different carriers or delivery options.
- Limited delivery times: Customers can only choose one available delivery time per day, restricting flexibility.
Ace & Tate
Ace & Tate is an eyewear brand offering stylish, high-quality glasses with a focus on design, craftsmanship, and transparent pricing.
The Do’s
- Fast delivery (1-3 days): Ace & Tate impresses with its quick delivery service, offering customers a 1–3-day shipping window that meets expectations for prompt delivery.
- Flexible payment options: Multiple payment methods are available, including iDEAL, credit cards, Klarna, and PayPal, ensuring a smooth and convenient checkout experience for all customer preferences.
- Mini-cart feature: The visible mini-cart shows customers their checkout progress, allowing them to easily review and modify their items without interrupting their shopping flow.
The Don’ts
- Complex address form: The address form could be simplified to reduce friction during checkout. A more user-friendly format would help prevent frustration and minimize the risk of cart abandonment.
- Lack of carrier information: Not providing details about the delivery carrier is a missed opportunity. Customers often have preferences for certain carriers, and offering transparency or choice could improve the overall shopping experience.
Filling Pieces
Filling Pieces is an outer- and footwear brand known for premium, handcrafted sneakers that blend streetwear and high fashion, appealing to those who appreciate contemporary luxury.
The Do’s
- Upsell products in mini cart: The mini cart suggests additional products, encouraging online shoppers to add more to their order.
- Express checkout: A quick, streamlined process that speeds up the shopping experience. Offering a simple checkbox to confirm matching shipping and billing addresses reduces user input and simplifies the checkout flow.
- Free shipping to EU, UK, and US: Clear information on free shipping availability for major regions.
The Don’ts
- Limited shipping options: Only offers shipping through PostNL, but more personalized options would improve customer experience.
- No delivery time information: Lacks estimated delivery times, which can frustrate customers looking for more clarity.
Etos
Etos is a pharmacy and drugstore chain offering health, beauty, and wellness products. Known for its affordable pricing and wide selection, it provides everything from personal care items to over-the-counter medicines.
The Do’s
- Next-day delivery: Orders placed before 10 PM are delivered the next day, offering a fast service.
- Free delivery threshold: Free shipping is available on orders over €30, making it cost-effective for larger purchases.
- Flexible delivery times: Customers can choose their preferred delivery time, enhancing convenience.
The Don’ts
- No carrier information: The checkout lacks information about the delivery carrier.
- Limited delivery options: Only home delivery is available — there’s no option for pickup at locations or stores.
- Limited payment methods: Payment options are restricted to iDEAL and credit cards, without popular alternatives like Klarna or PayPal.
Daily Paper
Daily Paper is a streetwear brand known for bold designs inspired by African heritage. Their apparel and accessories blend contemporary style with cultural storytelling, appealing to those who value expressive fashion.
The Do’s
- Informative mini-cart: Provides detailed information on payment options, shipping method, and returns, making it easy for customers to review key details before checkout.
- Free shipping prompt: Clearly indicates how much more customers need to spend to qualify for free shipping, motivating higher order values.
- Sleek design: Modern and visually appealing layout enhances the overall shopping experience.
- Express checkout: Offers a quick and convenient option for faster purchases, streamlining the typical checkout process and ensuring a smooth experience that is essential for maximizing conversion rates.
The Don’ts
- Limited carrier options: Only offers PostNL as a shipping carrier, but more personalized options could improve the customer experience.
- No shipping time information: Lacks estimated delivery times, causing uncertainty about when orders will arrive and negatively impacting customer experience.
- No home delivery: Home delivery is not available, which could be a drawback for customers looking for more convenience.
HEMA
HEMA is a retail brand known for affordable, everyday products ranging from home goods to groceries. With a focus on simple, functional design, it appeals to customers seeking value and convenience.
The Do’s
- Detailed info in shopping cart: Includes free home delivery over €25, free pickup over €15 at 500+ HEMA stores, and 30-day free in-store returns, setting clear expectations for customers.
- Clear delivery timelines: Home delivery is available within 1-3 working days for orders placed before 10 PM, and customers can pick up cake orders after just two days if ordered before 11 PM, offering flexibility and convenience.
- Flexible delivery options: Offers both home delivery and in-store pickup, allowing customers to choose the option that best fits their needs and schedule.
- Mobile-friendly checkout: Ensures the online checkout process is optimized for mobile devices, which is crucial as online shopping is primarily conducted on mobile.
The Don’ts
- Cluttered design: The website design feels crowded and could benefit from a cleaner, more streamlined layout to improve the overall shopping experience.
- Lengthy checkout process: The checkout flow involves too many steps, which may frustrate customers and lead to higher cart abandonment rates.
Wehkamp
Wehkamp is an online retailer known for its wide range of products, from fashion and home goods to electronics. With a focus on convenience and fast delivery, Wehkamp appeals to customers looking for a diverse selection and a seamless shopping experience.
The Do’s
- Fast delivery options: Offers same-day delivery on many items and next-day delivery for orders placed before 11:59 PM, meeting the needs of customers who want their purchases quickly.
- Flexible return policy: Offers free returns within 30 days, providing peace of mind for customers who may need to exchange or return their purchases.
- Product recommendations in cart: Displays related products in the shopping cart, encouraging customers to add more items and increasing the average order value. A clear overview of cart contents and order details throughout the entire checkout process ensures customers can review all essentials before completing their purchase.
- Mobile checkout: The checkout flow is optimized for mobile devices, ensuring a smooth experience for customers shopping on their smartphones.
The Don’ts
- Limited shipping carriers: Only a few carrier options are available, which can be limiting for customers who prefer more choices or specific delivery services.
- Complex checkout steps: The checkout process can feel lengthy and complicated, which may cause a negative customer experience and lead to cart abandonment.
- No delivery time estimates in cart: The shopping cart does not display estimated delivery times, leaving customers uncertain about when to expect their orders. Adding this information could improve transparency and satisfaction.
Recommendations for optimizing the e-commerce checkout process
We’ve analyzed the checkout strategies of top Dutch brands and discovered what really works. Now it’s your turn to put these insights into action and elevate your own checkout experience.
Implementing e-commerce checkout best practices is crucial to enhance the efficiency of the checkout process, reduce cart abandonment rates, and boost conversion rates. For example, Kronans Apotek optimized their delivery strategy through A/B testing, which led to impressive results—boosting net margin revenue by 11% and increasing greener deliveries by 25%.
Explore how Kronans Apotek achieved these results with Ingrid
The following recommendations will guide you through optimizing your e-commerce checkout flow, helping you turn more clicks into conversions while creating a smoother, more efficient shopping experience for your customers.
1. Simplify the checkout process
- Reduce steps: Streamline the checkout process to minimize the number of steps required to complete a purchase, like G-Star’s easy 3-step checkout.
- Guest checkout: Offer a guest checkout option to reduce friction, as seen with Scotch & Soda.
2. Provide clear shipping information
- Highlight free shipping threshold: Clearly communicate how much more customers need to spend to qualify for free shipping.
- Delivery time estimates: Include estimated delivery times in the cart and checkout page, as this can help set clear expectations.
3. Offer multiple shipping and delivery options
- Expand carrier choices: Provide a variety of delivery options to cater to different customer preferences, as limited choices can deter purchases.
- Flexible delivery methods: Include home delivery, in-store pickup, and express options like those offered by G-Star and HEMA.
4. Improve payment variety
- Offer multiple payment options: Include a wide range of payment options such as iDEAL, PayPal, Klarna, and credit cards to ensure customer satisfaction.
- Highlight payment information: Make it easy for customers to see and select their preferred payment method during checkout.
5. Use the mini-cart to provide essential info
- Informative mini-cart: Display key details such as shipping costs, return policies, and payment options directly in the mini-cart.
- Upsell opportunities: Use the mini-cart to suggest related products and encourage customers to add more items to their order, as seen with Filling Pieces and HEMA.
6. Improve design and user experience
- Clean and intuitive design: Avoid cluttered layouts and ensure a visually appealing design that makes navigation easy — a key feature for an effective online store.
- Simplify forms: Make address forms user-friendly and reduce the number of required fields.
7. Leverage upselling and cross-selling
- Product recommendations: Use upsell and cross-sell opportunities in the cart or checkout process to increase order value.
Conclusion
A smooth checkout experience is key to turning browsers into loyal customers. Even small changes — like streamlining the checkout flow, flexible payment options, and clear delivery details — can boost your online store’s performance.
Implementing these strategies reduces cart abandonment and creates a positive customer experience. Keep optimizing to stay ahead. With a well-designed checkout, you’re not just boosting conversions — you’re building an experience that keeps customers coming back. Time after time.
For more practical advice on implementing these changes, get a free copy of 7 Proven Strategies for Profitable E-commerce Delivery in 2024.
