The Honest Company streamlines digital checkout

A digitally native clean-living brand with Hollywood roots is making it easier for online shoppers to pay for their purchases.

Cofounded by Hollywood actress Jessica Alba in 2012, The Honest Company is implementing one-click checkout technology from Fast on its e-commerce site. The Fast Checkout solution is directly embedded on product detail pages at the Honest e-commerce site, allowing buyers to bypass adding an item to a shopping cart and then being sent through a checkout flow.

When a customer makes a purchase via Fast Checkout, they have a window to make additional purchases, which are then added onto the original order, reducing the need for extra packaging and shipments. The Fast Checkout solution connects directly with the e-commerce platform Honest's online store is built on, as well as its subscription commerce platform. This direct integration helped make the organization's implementation of Fast Checkout seamless.

With the Fast solution, customers can enter payment and shipping details once and they never have to remember a password or enter information again, as they are enabled to make online purchases with a single click. Through this implementation, Honest will also be able to provide customers the ability to purchase directly from online articles, display ads, emails, and QR codes in one step.

As part of its initial rollout, The Honest Company plans to work with Fast to incorporate QR codes on product packaging to enable customers to easily reorder their favorite products. This capability will provide customers with another option to quickly replenish products, in addition to the subscription options already available at Honest.com.

Results of a recent survey of about 1,000 U.S. adults from Fast suggest that The Honest Company is on the right track in offering an expedited online checkout process.

According to the survey, 86% of respondents say they have added an item to their online shopping cart, only to abandon it before checking out. Specific obstacles these respondents cited to staying with their cart through purchase include:

• Checkout process took too long or was too complicated (18%).
• Didn’t want to create another online account (18%).
• Couldn't remember their login information (15%).
• Credit card information wasn't easily accessible (14%).

"We have been a digital innovator since day one – starting with an e-commerce subscription model and continuously evolving to meet the needs and preferences of our Honest family," said Pete Gerstberger, chief digital and strategy officer at The Honest Company. "Our goal every day is to make it as easy as possible for consumers to discover and purchase our products, while delivering the experience they know and expect from us. By implementing Fast's one-click checkout, we're providing consumers another way to shop with us at the click of a button, no matter where they are."

"By upgrading their online checkout experience, The Honest Company is making it even easier for their customers to order and reorder its incredible products, whether that's on its e-commerce store or via a simple QR code scan," said Domm Holland, co-Founder and CEO at Fast.

Based in Los Angeles, The Honest Company offers personal care, beauty, baby, and household products, which are available via honest.com, third-party e-commerce partners and approximately 40,000 retail locations across the U.S., Canada, and Europe.