Headless checkout in action: Instagram

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Social media is one of the most effective ways to reach a potential customer. In 2020, more than 3.6 billion people worldwide were active social media users. In the United States alone, $40 billion was spent on paid advertising across social networks that same year.

When most social media users see a product they like, they usually navigate to the seller’s website, look at the product, add it to the online shopping cart, visit the cart, and then checkout. Somewhere along the way, more than 70% of buyers abandon their carts. Most blame a shaky, confusing, or long checkout process for why they leave behind items.

There’s an answer to traditional checkout, and it can cut the number of steps down to just one click. It’s called headless checkout.

Headless checkout expands the purchasing experience from online stores, allowing buyers to order products anywhere they see them. That means sellers can promote their products on content creators’ sites, in emails, and even on social media.

Tennis legend Serena Williams, pictured with daughter Alexis Olympia Ohanian Jr., promotes a Gina Gaiter Dress in Mint on Instagram.

Imagine seeing an irresistible product while scrolling or reading a story on Facebook or Instagram – and being able to purchase it right on the spot with one click. It’s real, it’s happening, and it’s easy.

The heart of headless checkout is express payment. Only with an express or one-click checkout option can headless checkout reach its full potential. Payments platform Fast already has headless checkout with its one-click button, Fast Checkout. The button can be placed on any seller’s website, and works on all mobile devices and browsers. Co-Founder and CEO Domm Holland recently shared in an Instagram story an example of how headless checkout works with Fast.

Fast Co-Founder and CEO Domm Holland shows what headless checkout with Fast looks like on Instagram.


According to Think with Google, almost 60% of people discover a seller when reading news feeds, watching videos, and seeing what influencers are saying about them. Much of that discovery involves social media. With 85% of people checking reviews, comparing item prices, and actually buying the product within 24 hours of discovering it, a smooth checkout experience is crucial.

Headless checkout revolutionizes the shopping experience. Buyers enjoy a quick and seamless checkout experience, and sellers win orders and new customers who might not have visited their site on their own.

The number of social media users worldwide is projected to grow to 4.41 billion in 2025. That’s an incredible opportunity for online merchants to reach much of the world’s population with their products. And when merchants offer an enjoyable checkout experience, customers reward them with long-lasting relationships.

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