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Not long ago, every e-commerce “expert” was saying the same thing: a one-step checkout will lift your conversion rate because it's shorter, has fewer steps, and so on. Switching to a single-step checkout sat on every “quick wins for store conversion” checklist out there. It was supposed to be the cure for abandoned carts. But as often happens with trends and best practices, something billed as a “must-have” and a “universal fix” doesn't necessarily work everywhere.