Marketplace Checkout Redesign That Increased AOV by 12% at Flext

Design · 4 min read

Flext found checkout abandonment clustered around surprise fees and a clumsy opportunity to add complementary items. Previously, cross-sell suggestions were presented as a final modal at the end of checkout, where users perceived them as last-minute upsells. The team hypothesized that moving suggestions earlier and clarifying pricing would reduce friction.

The redesign unpacked checkout into three clear stages: confirmation of cart with curated cross-sells inline, payment with a compact fee breakdown, and a post-purchase recommendations screen framed as 'complete your experience'. Microcopy emphasized price guarantees and right-to-return to reduce risk aversion.

After rollout, Flext reported a 12% increase in average order value and a 7% reduction in checkout abandonment. Conversion for cross-sells improved dramatically when items were presented inside the cart where users could adjust quantities without leaving flow, and the transparent fee breakdown reduced support inquiries about unexpected charges.

The team noted that timing and framing matter more than the content of cross-sells: users responded well when offers felt like helpful complements rather than pressure. Flext also continued A/B testing product bundling and buy-more-save-more mechanics to optimize revenue without degrading trust.