The short answer: guest checkout — letting customers buy without creating an account — almost always converts better, because every extra step before payment loses some buyers. The best approach offers guest checkout to maximise sales, then invites customers to save their details afterwards, so you get conversions and customer data.
Why forced accounts cost sales
A customer ready to buy hits a “create an account” wall — choose a password, verify an email — and some simply leave. They came to buy a product, not to sign up. Every field and step between “I want this” and “paid” is a chance to lose the sale.
The case for accounts
Accounts aren’t all bad — they let customers track orders, reorder easily, and give you a customer record for marketing and history. The mistake is forcing them before purchase, not offering them.
The best of both
- Offer guest checkout so nothing blocks the sale.
- Capture the essentials — email and delivery details — during checkout anyway.
- Invite account creation after purchase — “save your details for next time”.
- Make returning easy for those who do sign up.
This way you get the higher conversion of guest checkout and still build customer records — the same records that power loyalty and customer management.
Reduce every bit of friction
Guest checkout is one part of a smooth buying flow. Fewer steps, clear pricing and simple payment all lift conversion — closely tied to reducing cart abandonment.
Convert more with a smooth checkout
RushFlow’s online store supports guest checkout while still capturing customer details, so you convert more without losing the data. See the live demo.