Quick answer: For most online shops, offering guest checkout converts better than forcing customers to create an account first. Being made to register is a well-known reason people abandon carts, especially first-time buyers. The best approach is to make guest checkout the default, then invite customers to create an account after the order is placed, using the details they have already entered. Require accounts only when your business genuinely needs them, such as for subscriptions, trade pricing or repeat ordering.
Every step between “add to cart” and “order complete” is a chance for the customer to change their mind. A registration form at the start of checkout is one of the biggest of those steps. Yet accounts have real benefits for the shop: faster repeat orders, order history and a customer list you can market to. This guide looks at both sides and how to get the benefits of each.
Why forced registration loses sales
Think about what a new customer experiences when a shop demands an account before checkout:
- More fields to fill in. A password, perhaps a confirmation, sometimes security questions.
- Another password to remember. Most people already have far too many.
- Worry about marketing emails. Many people assume an account means newsletters they did not ask for.
- A sense of commitment. They came to buy one thing, not to join something.
- Login confusion for returning visitors. People who registered once and forgot their password get stuck at reset screens.
Each of these adds friction at the point where the customer is most likely to hesitate. Usability researchers have reported for years that forced account creation is among the most common reasons shoppers give for abandoning a checkout. Our guide to conversion rate optimization explains how small points of friction add up across a site.
Why shops still want accounts
Accounts are not a bad idea in themselves. They bring genuine benefits:
- Faster repeat purchases. Saved addresses and order history mean returning customers check out more quickly.
- Customer data. You know who has bought from you and how often.
- Order tracking. Customers can check order status without emailing you.
- Marketing permission. An account sign-up can include an opt-in for emails.
- Loyalty features. Points, wish lists and saved baskets usually need an account.
The question is not whether accounts are useful. It is when to ask for one.
The options
1. Guest checkout only
No accounts at all. Every order is a guest order. This is the simplest and lowest-friction setup, and it suits shops selling one-off purchases. You still collect an email address for the order, so you can send receipts and, with permission, follow-up emails.
2. Optional account creation during checkout
Guest checkout is available, and there is a tick box at checkout saying something like “Create an account for faster checkout next time”. The customer adds a password if they choose. This is the most common approach and a sensible default.
3. Account creation after checkout
The customer checks out as a guest. On the order confirmation page, or in the confirmation email, you offer to turn their details into an account with one click or by setting a password. Because the order is already placed, there is no risk of losing the sale, and the customer has just had a good experience with you.
4. Forced registration
Customers must create an account or log in before paying. This makes sense in a few cases, covered below, but usually costs sales.
When requiring an account makes sense
- Subscriptions and recurring payments. Customers need an account to manage, pause or cancel a subscription. Our guide to WooCommerce subscriptions covers this.
- Trade or wholesale shops. Where prices depend on an approved account.
- Digital products with ongoing access. Courses, software licences or downloads customers return to.
- Regulated products. Where you must verify age or professional status.
- Repeat ordering businesses. Office supplies or consumables where customers reorder frequently and expect saved lists.
Even then, keep registration as short as possible and explain why the account is needed.
Making guest checkout work well
Offering guest checkout is only part of it. The checkout itself should be quick.
- Show the guest option clearly. “Continue as guest” should be at least as prominent as “Log in” or “Create account”. Do not bury it in small text.
- Ask only for what you need. Name, email, delivery address, phone number if the courier requires it, and payment details.
- Use the email to recognise returning customers. If the email matches an existing account, you can offer to log in, without forcing it.
- Explain why you need a phone number. “For delivery updates only” reduces hesitation.
- Keep the order summary visible. Customers want to see what they are paying for and the total, including delivery.
- Show trust signals near payment. Secure payment icons, returns policy and contact details help. Our guide to return policy pages explains why a clear policy matters.
Getting the benefits of accounts without forcing them
You can collect most of the value of accounts from guest customers:
- Post-purchase account offer. Invite them to set a password on the thank you page.
- Order lookup without login. Let customers check an order with their email and order number.
- Email opt-in at checkout. A clear, unticked box for marketing emails gives you a list of people who want to hear from you.
- Customer records by email. Your shop software, or your email platform, can group guest orders by email address so you still see repeat buyers.
Setting it up in WooCommerce
WooCommerce supports guest checkout by default. In WooCommerce, go to Settings and look at two tabs:
- Checkout tab, Enable guest checkout: allows customers to place orders without an account.
- Accounts tab, Enable registration on the Checkout page: lets customers optionally create an account as they check out.
- Accounts tab, Enable registration on the My Account page: lets people register separately.
- Accounts tab, automatic username and password generation: reduces fields further, sending login details by email.
Some extensions, such as WooCommerce Subscriptions, will require an account for certain products, which is expected. Test the checkout as a new customer after any change.
Setting it up in Shopify
In Shopify, go to Settings, then Checkout. Under customer accounts you can choose:
- Accounts are disabled: guest checkout only.
- Accounts are optional: customers can check out as guests or log in.
- Accounts are required: customers must log in.
For most shops, “accounts are optional” is the best balance. Shopify also lets customers create an account from the order confirmation page.
How to measure the effect
If you are changing your checkout, measure before and after:
- Track the checkout funnel in Google Analytics with ecommerce or enhanced ecommerce enabled, so you can see where people drop out.
- Compare checkout completion rates over similar periods, allowing for seasonality.
- Watch how many guest customers create accounts afterwards.
- If you have enough traffic, test the change with an A/B test rather than a simple before and after comparison.
FAQ
Will guest checkout reduce my repeat customers?
Not necessarily. You still have the customer’s email and order history, and a smooth first purchase makes a second one more likely. Offer account creation after checkout to capture those who want it.
Can guest customers receive marketing emails?
Only if they have opted in. Add a clear, optional sign-up box at checkout.
Should I hide the login option?
No. Returning customers want to log in. Show both options, with guest checkout clearly available.
Remove friction from your checkout
A checkout that lets people pay quickly, on their terms, is one of the simplest ways to recover lost sales. If you want help reviewing or rebuilding your shop’s checkout, see how we help businesses turn visitors into customers.
