The checkout experience often gets overlooked, but it represents one of the most significant opportunities to elevate the customer experience for small businesses and drive loyalty. For small businesses, especially those juggling in-person and online channels, it’s not just about processing payments. It’s about removing friction, offering choice, and leaving customers with a sense that your business is buttoned-up and easy to work with.
At First Horizon, we see checkout as an opportunity to connect with your customers, not just charge them. Whether you’re running a food truck, managing a growing retail store, or offering professional services, your checkout setup can either fuel growth or slow you down. This article walks through the strategies and solutions that modern small businesses are using to make checkout faster, easier, and more customer-friendly.
What today’s customers expect when they check out
Today’s customers, especially Gen Z and Millennials, expect checkout to feel effortless. They want digital wallets, contactless tap-to-pay options, and the ability to pay how they like, whether that’s in person, online, or through a mobile app. Long lines, complicated card readers, or unclear refund policies can create drop-off points.
What’s changed most is that customers now expect small businesses to offer the same level of convenience as large retailers. A clunky checkout isn’t just a nuisance; it sends the message that your business isn’t keeping up. That doesn’t mean you need every shiny tool on the market, but it does mean evaluating your current setup with customer ease in mind.
How checkout preferences differ by generation
Understanding generational behavior can help you tailor the checkout experience for different customer segments. Here’s a quick comparison across four key age groups:
| Generation | Preferred payment types | Communication style |
|---|---|---|
| Gen Z | Digital wallets, contactless pay1 | Visual, minimal, mobile-first4 |
| Millennials | Digital wallets, debit/credit2 | App-based, email or text confirmation5 |
| Gen X | Debit/credit cards3 | Email confirmations, clear signage6 |
| Boomers | Credit cards, some cash2 | In-person receipts, verbal confirmations7 |
Sources:
1 Federal Reserve, "Banking my way — Gen Z and millennials are driving change in payments,"
https://fedpaymentsimprovement.org/wp-content/uploads/042624-consumer-brief.pdf
2 Kantar, "Paper, Plastic or Pixels: Payment Preferences by Generation,"
https://www.kantar.com/north-america/inspiration/research-services/payment-preferences-by-generation-pf
3 PXP Financial, "Gen X Prioritises Security Over Convenience in Payment Choices, PXP Report Finds,"
https://www.businesswire.com/news/home/20250708925398/en/Gen-X-Prioritises-Security-Over-Convenience-in-Payment-Choices-PXP-Report-Finds
4 Pew Research Center, "Teens, Social Media and Technology 2022,"
https://www.pewresearch.org/internet/2022/08/10/teens-social-media-and-technology-2022/
5 Salesforce, "State of the Connected Customer, 5th Edition,"
https://www.salesforce.com/resources/research-reports/state-of-the-connected-customer/
6 Adobe, "2019 Adobe Email Usage Study,"
https://blog.adobe.com/en/publish/2019/09/08/if-you-think-email-is-dead-think-again
7 Pew Research Center, "Tech Adoption Climbs Among Older Adults,"
https://www.pewresearch.org/internet/2017/05/17/tech-adoption-climbs-among-older-adults/
This table shows how much a generation's preferences for speed, payment, and communication can differ. It highlights why being flexible at checkout is super important for small business owners who are serving diverse groups of customers.
Why checkout directly impacts sales and loyalty
Smooth checkout experiences drive revenue. Slow ones chip away at trust. Research consistently shows that checkout-related issues, confusing instructions, long wait times, and payment limitations, are among the top reasons customers abandon purchases.
According to the Baymard Institute,8 nearly 70% of online shopping carts are abandoned – often due to checkout friction. Even small improvements can reduce that number and lead to meaningful revenue gains.
First Horizon bankers often see small improvements pay off fast. Something as simple as enabling contactless payments or setting up an express checkout lane for frequent customers can create a better flow and keep people coming back.
A confusing or delayed checkout isn’t just frustrating. It creates doubt. Customers may wonder whether their payment was secure or if your business is dependable. A seamless checkout builds confidence and makes repeat business more likely.
8 Baymard Institute, "49 Cart Abandonment Rate Statistics 2025,"
https://baymard.com/lists/cart-abandonment-rate
“Even one extra step in your checkout process can cause someone to leave without buying,” says Autumn Tinnel, Head of Merchant and Payroll Processing at First Horizon. “Customers notice friction, even if you don’t.”
How to improve your checkout process
Small steps make a big difference. Here are a few of the improvements First Horizon commonly recommends:
- Offer multiple payment options. Digital wallets, contactless cards, and mobile apps reduce friction.
- Simplify the flow. Shorten the number of steps to complete a purchase, especially online.
- Enable saved preferences. Store repeat customer payment info securely with tokenization.
- Accept remote or emailed payments for deposits, invoices, or appointments – ideal for service-based businesses or those with mobile teams.
- Use signage and staff training. Clear instructions and informed staff reduce confusion.
First Horizon’s partnership with Fiserv gives you access to Clover’s App Market, home to over 500 business apps. These include tools for inventory management, loyalty programs, appointment scheduling, employee time tracking (like Homebase), barcode creation, and even sales tax automation with Davo. It’s one of the most customizable platforms available for small businesses, helping you tailor your checkout to your industry and stage of growth.
Beyond functionality, consider the emotional impact of checkout. Confusing screens, unclear instructions, or delays at the register create doubt – and doubt is a sale killer. A smooth, intuitive checkout builds confidence in your business and keeps customers coming back. Tools from Clover’s app marketplace, like loyalty programs or CRM integrations, can make these moments feel personal, not transactional.
These upgrades were once optional. Now, they’re expected as part of delivering a seamless, modern customer experience. With platforms like Clover, many of these features can be activated quickly and easily, so you don’t have to choose between convenience and practicality.
Industry spotlights: what smart checkout looks like in real life
Small steps make a big difference. Here are a few of the improvements First Horizon commonly recommends:
- Food truck with long lines?
A mobile restaurant started with a simple Clover Go mobile reader to accept cards on the move. As traffic picked up, they added a handheld device for quicker service, then upgraded to a countertop POS to track sales and inventory in real time. The flexible setup allowed them to grow without needing to switch platforms or start over. - Hair salon with appointment challenges?
A growing salon began with a mobile reader and later adopted Clover’s countertop system with integrated appointment scheduling and loyalty tracking. As new stylists joined, they connected additional handhelds and set up customer profiles – transforming their checkout into a seamless, branded experience. - Professional services going remote?
An electrician started out accepting in-person payments with a handheld device, but demand for remote work led them to adopt Clover’s invoicing and payment link tools. Eventually, they connected it all to a full gateway with recurring billing and CRM integration – making their back office just as smooth as their jobsite.
These aren’t theoretical fixes; they’re real strategies we help implement every day.
When your checkout process includes tools like integrated loyalty tracking or CRM apps, it becomes more than just transactional – it becomes part of your retention strategy. Our team helps connect these tools so that your customer experience keeps getting better with every sale.
First Horizon helps future-proof your payment experience
At First Horizon, we know payment needs evolve with your business. That’s why our solutions are designed to grow alongside you. Many of our clients start small – with a Clover mobile reader or handheld device – and scale up as operations expand. Whether it’s moving to a countertop system, integrating online payments, or adopting a full gateway and API for advanced functionality, we help map out the right-fit tools for where your business is today and where it’s headed.
Staying current with customer expectations means more than picking the right hardware. It means having a partner who helps you think ahead, talk through your options, and build a system that works now and as you grow.
When checkout is set up the right way, it’s not just easier for your customers – it’s better for your business. Our clients have seen:
- Faster payments with digital invoicing and mobile payment tools
- Reduced fraud risk through EMV chip technology and tokenization
- Increased foot traffic by accepting more ways to pay
- Lower processing costs with compliant surcharging and cash discount programs
- Smarter financial decisions using Clover’s built-in reporting and reconciliation tools
Clover’s reporting tools go beyond surface-level metrics. They give you visibility into sales trends, payment timing, and reconciliation details – so you can manage cash flow more confidently and make smarter decisions about inventory, staffing, and future growth. First Horizon works with you to activate the reporting features that matter most, whether that’s real-time dashboards, end-of-day summaries, or custom exports for accounting.
With First Horizon, small business owners also get:
- Support activating emerging payment tech like tap-to-pay or digital wallets
- Access to Clover’s app marketplace with over 500 tools to customize your setup
- Help streamlining operations, whether that means syncing inventory or setting up fraud alerts
- Consultative onboarding that feels like a conversation, not a sales pitch
We also help clients avoid the common missteps that can slow down or complicate the switch to a new payment system. That includes making sure previous vendors are properly notified, new volume and seasonality data is accurately reported, and your first processor statement is reviewed together to spot issues early. We walk you through PCI compliance too, helping you simplify the process and stay protected with minimal stress.
Our approach is personal. We learn your business before we recommend a solution.
FAQs: what business owners ask about checkout optimization
Q: Is a slow checkout experience really hurting my business?
Yes. Studies show long or confusing checkouts are a top reason for cart abandonment. Speed and clarity matter.
Q: How much does it cost to upgrade?
It depends on your setup. Clover offers flexible options. Some merchants pay a flat monthly rate, others bundle hardware and processing.
Q: What’s the fastest way to improve?
Start with your biggest friction point. For some, it’s speed. For others, it's payment flexibility. First Horizon can help you find and fix it quickly.
Better checkout, stronger business
Checkout is more than a final step; it’s a brand moment. When it’s smooth, fast, and secure, it builds trust and keeps customers coming back.
Not sure if your checkout is helping or hurting your sales? A First Horizon banker can review your setup and help you build something better, faster for customers, smarter for your business.
