Every click after "buy" is a leak

The moment someone decides to buy, a timer starts. Every second of friction between that decision and the completed purchase is an opportunity for doubt, distraction, or abandonment.

Amazon understood this so well they patented one-click checkout. Not because the technology was novel. Because reducing post-decision friction to zero was worth billions.

Most sites add friction without realizing it. A shipping calculator that requires a zip code before showing the total. A coupon field that makes people leave to search for codes. A "review your order" page that asks them to confirm what they already confirmed.

The fix is to audit every step between "add to cart" and "order confirmed." Each step should either be legally required (payment, shipping address) or directly prevent errors (order summary). Everything else is friction. Remove it or make it optional.