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Guest checkout gives shoppers the option to purchase products without having to create accounts with merchants. Technology-focused IT directors may think this sounds like a big waste of time, but to the shopper it sounds faster, less intrusive and simpler. That’s why it’s so effective.

As opposed to marketing-focused IT people, technology-focused IT directors will correctly tell you that shoppers have to enter nearly the same information to use guest checkout that they do for a standard checkout. But they’ll argue that guest checkout doesn’t require a password and password hint.