Checkout Extensibility

Enhancing E-commerce with Shopify Checkout Extensibility: A Case Study on Keller International

Keller International's decision to upgrade to Shopify's new Checkout Extensibility underscores the importance of adaptable and integrated checkout solutions in enhancing the customer journey.

Shopify Checkout Extensibility, in particular, provides a versatile framework for both no-code customizations using apps and more bespoke checkout experiences through APIs and components, epitomizing the blend of ease and sophistication. This move by Keller International highlights the shift towards more personalized and efficient online shopping experiences, powered by Shopify Plus and its Checkout Extensibility feature. By doing so, they set a new standard for Shopify checkout customization, demonstrating the potential for businesses to tailor their e-commerce platforms to their unique needs.

Background on Keller International

Keller International, established in 1999, has carved a niche in the e-commerce sector as a premier provider of Barber and Salon equipment in the United States. Their mission focuses on supplying modern, durable, and trendsetting equipment to businesses, ensuring affordability and accessibility regardless of location. This dedication serves the Barber and Beauty community, aiming to reflect individuality and provide tools that enhance the aesthetic appeal and functionality of business spaces for years.

Checkout Extensibility Upgrade

Keller International's decision to upgrade to Shopify Checkout Extensibility was driven by several compelling factors, primarily aimed at enhancing the performance, security, and customization capabilities of their checkout process. Here are the key reasons for the upgrade:

  1. Improved Performance and Security: The new Shopify Checkout offers a faster and more secure experience, crucial for maintaining customer trust and increasing conversion rates. The integration with Shop Pay ensures a seamless and secure payment process.
  2. Enhanced Customization Capabilities:
    • Checkout UI Extensions: These allow for the addition of custom UI elements to the checkout process, enhancing the customer experience without compromising on upgrade safety.
    • Shopify Functions: This feature enables the extension or replacement of Shopify’s backend logic with custom solutions tailored to specific business needs.
    • Shopify Pixels: These facilitate the tracking of customer events directly within the checkout, providing valuable insights into customer behavior.
  3. Migration and Compatibility Considerations:
    • Compatibility Issues: The new system does not support checkout.liquid, additional scripts, or apps using script tags. However, stores can still upgrade and adapt by rebuilding necessary customizations within the Checkout Extensions framework or using Shopify Pixels.

These enhancements and requirements underscore the necessity for Keller International to upgrade to Shopify Checkout Extensibility, aligning with their goals of providing a superior and customized shopping experience while staying ahead in the competitive e-commerce landscape.

Upgrade Process Overview

The transition to Shopify Checkout Extensibility for Keller International involved a comprehensive upgrade process, meticulously planned to ensure seamless integration and minimal disruption to their operations. Here’s an overview of the key steps involved in the upgrade:

  1. Assessment and Planning:
    • A detailed report was generated to identify all existing customizations in the checkout.liquid file, available through the Shopify admin and as a downloadable CSV file.
    • Review of installed apps affecting the Thank You and Order Status pages was conducted to ensure compatibility with the new system.
  2. Implementation of New Features:
    • Customizations and script injections previously built with checkout.liquid or Shopify Scripts were redeveloped using Checkout Extensions and Shopify Pixels to maintain functionality.
    • Notable features such as Checkout UI Extensions and Shopify Functions were employed to enhance backend logic and user interface elements within the checkout process.
  3. Testing and Deployment:
    • A draft checkout version was created, allowing for testing of new customizations before going live.
    • Continuous monitoring and adjustments were made to optimize performance and user experience, ensuring that all scripts added to the Post-Purchase and Order Status pages functioned as intended.

This structured approach not only facilitated a smooth transition to Checkout Extensibility but also positioned Keller International to leverage new capabilities such as enhanced security, improved site speed, and better overall customer experience.

Benefits Realized Post-Upgrade

Following the upgrade to Shopify Checkout Extensibility, Keller International experienced significant enhancements in its e-commerce operations, realizing a variety of benefits that have streamlined their processes and improved customer satisfaction:

  • Performance and Conversion Improvements:
    • The transition to a one-page checkout from a previous three-step process has notably boosted user convenience, contributing to a improved conversion rate.
    • Integration with Shop Pay has facilitated a faster checkout experience, leading to higher conversion rate for both mobile and desktop platforms.
  • Customization and Security:
    • The extensibility options have allowed for advanced customizations such as express checkouts, location-based pricing, and stackable discounts without compromising security or performance.
    • New security enhancements are powered by Shopify UI components and APIs that operate within a sandboxed environment, providing robust protection against unauthorized access.
  • Scalability and Integration:
    • The platform's ability to seamlessly integrate with various e-commerce operations and systems has enabled Keller International to automate processes and expand their sales channels, including online stores, international e-commerce, and omnichannel commerce.
    • The introduction of new APIs and updates, including the Cart and Checkout Validation Function API, has empowered developers to build unique and efficient checkout experiences that align with the brand's vision and operational requirements.

These improvements have not only enhanced the operational efficiency of Keller International but also fortified their market position by providing a superior shopping experience to their customers.

Comparison with Previous Checkout System

When comparing Keller International's previous checkout system with the newly implemented Shopify Checkout Extensibility, several distinct improvements and enhancements emerge:

  • Conversion Efficiency: Shopify Checkout is recognized as the best-converting platform globally, outperforming competitors by up to 36% and averaging a 15% higher conversion rate. This significant uplift is attributed to streamlined processes and a trusted user interface.
  • Speed and Throughput: The integration of Shop Pay has notably enhanced the checkout speed, offering a checkout experience that is four times faster than a guest checkout. 
  • Customization and Trust: With a large high-intent buyer base, the recognizable and trusted interface of Shopify Checkout fosters consumer confidence. Additionally, Checkout Extensibility allows for deep customization, enabling Keller International to tailor the checkout experience to their specific needs through both click-and-configure apps and bespoke app developments.

These enhancements collectively contribute to a more efficient, secure, and user-centric checkout experience, aligning with Keller International’s goal of providing superior service and an enhanced shopping journey.


The upgrade to Shopify Checkout Extensibility by Keller International marks a significant advancement in their e-commerce journey, showcasing a strategic pivot towards enhancing user experience, security, and customization capabilities. This transition not only underscores the company's commitment to providing a seamless and efficient shopping experience but also sets a new benchmark for e-commerce operations. The benefits realized post-upgrade—ranging from improved conversion rates and performance enhancements to advanced customization options—demonstrate the profound impact of Checkout Extensibility on Keller International's operational efficiency and market positioning.

As the digital commerce landscape continues to evolve, staying at the forefront of technological advancements is crucial for businesses aiming to enhance their e-commerce operations and customer satisfaction levels. For those looking to persue on a similar journey of upgrading their e-commerce platforms with Checkout Extensibility, expert assistance is invaluable. Reach out to MLVeda for Shopify checkout extensibility assistance, ensuring a smooth transition and optimization of your online presence. Embracing these changes not only future-proofs your business but also provides a more personalized and efficient shopping experience for your customers, driving further success in the competitive world of e-commerce.


1. How can I enhance the checkout experience on my Shopify store?
To improve your Shopify checkout page, consider implementing the following strategies:

  • Simplify the checkout process to minimize steps.
  • Introduce an express checkout option for faster transactions.
  • Support multiple payment methods to accommodate different preferences.
  • Allow customers to check out as guests to expedite the process.
  • Ensure the checkout is secure to build trust.
  • Send notifications for abandoned carts to encourage completion of purchases.
  • Incorporate upsells, loyalty programs, or personalized delivery options to enhance the shopping experience.

2. What advantages does checkout extensibility offer?
Checkout extensibility provides several benefits over traditional methods like checkout.liquid, including enhanced speed, improved performance, increased security, and better upgrade compatibility. Additionally, it integrates smoothly with Shop Pay, optimizing the checkout experience.

3. What does the conversion study say about Shopify's checkout effectiveness?
A recent study by one of the Big Three consulting firms in May 2023 found that Shopify Checkout is the top-performing checkout globally. The study highlighted that Shopify's checkout system has a conversion rate that is 15% better on average than others.

4. Is Shopify's checkout system the most effective globally according to recent studies?
Yes, an independent study conducted by a prominent global management consulting firm concluded that Shopify's checkout system leads the market. It surpasses competitors with an overall conversion rate improvement of up to 36% and an average of 15%. The study also underscored the effectiveness of Shop Pay, Shopify's accelerated checkout feature.