Ecommerce OS · Supplements5 min readUpdated October 26, 2026

Express Checkout for Supplement Brands

What Apple Pay, Google Pay and other wallets change for a supplement checkout, what to check for subscriptions and upsells, and where to place them.

Nick Bonnassies, CMO at Tagada · checked against 5 sources

Article summary

TL;DR

Express checkout lets buyers pay with a saved wallet such as Apple Pay, Google Pay, Shop Pay or PayPal, without typing a card or address. A Shopify and BCG study found that offering at least one accelerated wallet can lift lower-funnel conversion by upward of 50%. For supplement brands, check two things first: that your processor supports the wallets, and that subscriptions and upsells still work on wallet orders.

Offering at least one accelerated wallet "can increase lower funnel conversion rates by upward of 50%" (Shopify with BCG, 220,000 sites, June 2023).
Mobile is where supplement stores convert least: 1.7% median for health and wellness, vs. 3.0% on desktop.
17% of abandoners leave because the checkout is too long, 9% because of missing payment methods.
On Shopify Subscriptions, Authorize.net does not support Apple Pay or Google Pay.
Some one-click upsell tools can't charge orders paid with Apple Pay or Google Pay.

Want to go further? Ask

On this page

This guide is part of our playbook on the best ecommerce platform for supplement brands. For the rest of the checkout, see checkout optimization for supplement brands.

What express checkout changes

Express checkout removes the two slowest parts of a mobile checkout: typing a card number and an address.

	Card form	Express wallet
Fields to fill	Card, expiry, CVC, name, address	None or almost none
Typical device	Desktop	Phone
Authentication	Card details, sometimes 3D Secure	Face ID, fingerprint or device PIN
Effect on conversion	Baseline	Up to 50%+ lower-funnel lift with at least one wallet1

The 50% figure comes from Shopify's study with BCG across 220,000 sites in North America, published June 29, 20231. It compares checkouts with at least one accelerated wallet to checkouts with none.

Mobile is where supplement stores convert least: 1.7% median for health and wellness, vs. 3.0% on desktop2. 17% of abandoners leave because the checkout is too long, 9% because of missing payment methods3.

Fig. 1Median conversion rate, health and wellness stores

Mobile1.7%
Desktop3%

Source: Eevy AI, March 29, 2026

The phone is where typing a card costs the most.

Eevy AI, Shopify conversion rate benchmarks 2026, health and wellness, March 29, 2026.

Which wallets to offer

Wallet	Reaches	Available through
Apple Pay	Safari and iPhone buyers	Most card processors
Google Pay	Chrome and Android buyers	Most card processors
Shop Pay	Buyers with a Shop account	Shopify checkout
PayPal	PayPal account holders	PayPal

Start with Apple Pay and Google Pay: they cover most mobile buyers and run through your card processor. Add PayPal if your buyers ask for it.

Fig. 2The same mobile checkout, with and without a wallet

Card form only

CheckoutOrder summary, bump, terms
typesCard formCard, expiry, CVC, name, address

Card and address typed on a phone

Apple Pay or Google Pay on top

CheckoutOrder summary, bump, terms
tapsWallet sheetFace ID, fingerprint or device PINApproved

None or almost no fields

Wallet buttons on top, card form still below.

Illustrative example.

What to check for a supplement brand

Wallets sit on top of your payment setup. For supplements, check how they interact with the rest.

Check	Why	Question to ask
Processor support	The wallet runs through your processor	Does my processor (and my backup) support Apple Pay and Google Pay?
Subscriptions	Renewals must be charged later	Can renewals be charged on a wallet order? On Shopify Subscriptions, not with Authorize.net4
One-click upsells	The upsell charges the same payment method	Does my upsell tool work on wallet orders? Some don't5
Order bumps	Shown before payment	Is the bump visible when the buyer taps the wallet button first?
Trial and subscription terms	Wallet buttons can skip the page	Are terms shown before the wallet sheet opens?

Processor supportThe wallet runs through your processor.Confirm Apple Pay and Google Pay with your main and backup processor.
SubscriptionsRenewals must be charged later on the wallet order.Check your setup: on Shopify Subscriptions, Authorize.net does not support them.
One-click upsellsThe upsell charges the same payment method.Ask your upsell tool if it works on wallet orders: some don't.
Bump and termsA wallet tap can skip the page.Show the bump and the terms before the wallet sheet opens.

Watch out

If the wallet button sits at the very top, some buyers pay before seeing the order bump or the subscription terms. Show the order summary, the bump and the terms above or next to the wallet buttons.

Placement

Top of the checkout, above the card form, with the order summary visible.
On the offer page or in the cart for single-product funnels, so buyers can pay without opening the checkout.
Same order of buttons everywhere, so buyers learn where to tap.
Card form still available for buyers without a wallet.

Top of the checkout
Above the card form, with the order summary visible.
Offer page or cart
For single-product funnels, pay without opening the checkout.
Same order of buttons
Everywhere, so buyers learn where to tap.
Card form kept
For buyers without a wallet.

Measure the impact

Metric	Formula	Read it by
Wallet share	Wallet orders ÷ orders	Device and browser
Checkout completion	Orders ÷ checkouts started	Before vs. after adding wallets
Upsell take rate on wallet orders	Upsells ÷ wallet orders	Compare with card orders
Subscription share on wallet orders	Subscriptions ÷ wallet orders	Compare with card orders

Test wallets against a card-only checkout on your own traffic: checkout A/B testing for supplement brands.

How Tagada helps

Wallets, bumps and upsells on one checkout

One-page checkout with Apple Pay and Google Pay
Order bumps before payment and one-click upsells after it
Subscriptions with trials, billing cycles and retries
Routing across Stripe, Adyen and TagadaPay, with cascade on decline

It runs standalone, on Shopify, on WooCommerce or headless. Plans are on the pricing page.

Start free

Wallets, bumps and upsells on one checkout

Updated on October 26, 2026

Nick Bonnassies

CMO at Tagada

CMO at Tagada. Before Tagada, Nick built direct-to-consumer brands that generated over $115M in sales, raised over $25M in crowdfunding and sold two of them. He also works as a fractional CMO on marketing operations and AI systems.

Frequently asked questions

Does Apple Pay increase conversion for supplement stores?

Express wallets generally help, especially on mobile. Shopify's study with BCG found that offering at least one accelerated wallet can lift lower-funnel conversion by upward of 50% compared with checkouts that offer none. Test it on your own traffic to measure the effect for your store.

Can supplement brands use Apple Pay and Google Pay?

Yes, if your payment processor supports them for your account. Wallets run through the processor, so check support with your main processor and any backup processor before you add the buttons.

Do subscriptions work with Apple Pay?

It depends on your subscription setup and processor. On Shopify Subscriptions, Authorize.net does not support Apple Pay or Google Pay. Check that renewals can be charged on wallet orders before you promote subscriptions with an express button.

Where should express checkout buttons go?

At the top of the checkout, above the card form, with the order summary, order bump and subscription terms visible. For single-product funnels, you can also place them on the offer page or in the cart.

Sources

Checked October 26, 2026

Tagada

Put Apple Pay and Google Pay above the card form

Funnels, one-click upsells, subscription billing and payment routing, on one customer record.

Start free See pricing

01Create your free account
02Connect your store or build a checkout
03Launch funnels, upsells and subscriptions