Once upon a time, visiting a Shopify store—or any ecommerce outlet—meant that customers had to drag out their wallets. It was a cumbersome process. Browse an online store, pull out the credit card, enter in 16 digits into the payment gateway, and hope that you didn’t get one wrong.
And from a business perspective, this was a horrible way to do things. After all, reducing buyer friction should be the name of the game.