The number
Baymard Institute asks US shoppers why they abandoned a checkout. In its current list, 18 out of every 100 who quit said the site wanted them to create an account. That is one of the biggest reasons on the list that is not about price.
Think about why. The person is ready. Card is in hand. And now they have to invent a password they will forget by Thursday, for a shop they might buy from once.
Where shops get it wrong
Some stores force the account outright. More sneaky, plenty show a big "Create account" and a small "Continue as guest", and people read the big one as a rule. Baymard found 42 in 100 sites in its benchmark interrupt shoppers before or during checkout to suggest an account.
The candle shop in the reel, Lumen Candle Co, is made up. The pop-up asking for an account just to see shipping is not, sadly. That one is twice as bad, because it hides the price behind the wall too.
The fix
Let people check out as a guest. Then, on the thank-you page, offer the account. "Want to track this order? Set a password." You already have their email and address. It is one box, and they say yes far more often because now they have a reason.
TRY THIS TODAYGo through your checkout as a new customer. If anything asks you to sign up before you pay, change it to a guest checkout today and move the account offer to the order confirmation page.
The rest of Baymard's list, and the fix for each, is in why people abandon checkout.
What the reel said
ON SCREENA moth taps Checkout on a $32 candle.
ON SCREENPop-up: Create an account to see shipping and continue.
ON SCREENThe moth frowns and flies off.
ON SCREEN18 in 100 who quit name this. "The site wanted me to create an account."
ON SCREENMoxel finds the box. And the fix: let them check out as a guest.
Asked a lot
- Does forcing account creation hurt checkout conversion?
- Yes. 18 in 100 US shoppers who abandoned a checkout told Baymard it was because the site wanted them to create an account.
- When should I ask customers to create an account?
- After they pay, on the thank-you page. You already have their details, so it is one password box, and they now have a reason to want it.
Sources
- Cart abandonment rate statisticsBaymard Institute, updated September 2025.
- Delayed account creationBaymard Institute, Edward Scott, September 2023.