There is one easily overlooked and yet ultra crucial aspect a lot of e-commerce sites are missing, and it’s costing them a lot of sales.

Even many technologically sound sites don’t do this. This doesn’t apply to adult sites but to everyone else this is really, really important.

It’s accepting customer payments via PayPal.

This is now more important than ever before as a large number of internet savvy consumers already have a working PayPal account.

To give you an example of how important PayPal is let me tell you my experience of trying to buy shoes from Tom’s Shoes last night.

Like others, Tom’s grossly underestimates the laziness of its customers (like me) and the power of impulse purchases.

As so many consumers, I often purchase stuff I want (more than need) and do so on an impulse basis. I had seen the Tom’s Shoes commercial where the owner tells the viewer that for every pair of shoes they sell, one pair will be given for free to a child in need.

Last night I remembered I needed some new casual footwear for my home office and Tom’s Shoes came to mind. After realizing that those guys really only have one type of shoes I figured I’d give it a shot anyways and put a pair in my shopping cart. I’m nowhere near my wallet. It’s 3 AM and I’m getting sleepy – a perfect time to sell me pretty much anything I might remotely want.

When I was ready to check out and purchase I realized Tom’s didn’t offer to let me pay with PayPal. This is how I usually buy stuff on a whim – click the PayPal button, type in my username and password, hit the authorization button, and I got stuff.

So now Tom’s wants me to fill out their customer forms and, worse yet, requires me to find my wallet, dig out my credit card, try to read the worn-off numbers on it, and send my financial info into the unknown. All for a pair of cheap linen shoes.

I figure I’d come back later and do that. At that time I just didn’t feel like going through the credit card hassle.

Actually, I never do. Nobody does.

And that’s the problem – I abandoned my shopping cart (this is aptly called the “ abandonment rate” to retailers) and chances are I will never come back and complete the purchase because once I had some time to think about it I realize $50 for a pair of linen shoes that may or may not fit plus ten bucks shipping might not really be worth it. Instead I got hit by Amazon with some sweet deals I just couldn’t say no to.

And Amazon (they are the kings in my book) does this right – not only does it suggest stuff I might actually want, it also makes buying everything super easy. One click and I’m done. Awesome.

Tom’s (and the countless other retailers who didn’t let me pay with PayPal, Google Checkout, or another convenient payment method that doesn’t require me to grab my credit cards) lost a sale. How many times per day do you think this happens to them?

How many times per day does this happen to you?

Do you make it ultra convenient to pay for your goods and services? Do you force customers to fill out a bunch of forms before they can make a purchase?

Don’t discount this. My little story sounds simple but this is how in fact a large percentage of sales happen – on impulse. The retailer who offers the quickest, most convenient way to buy, wins. Always.

Link: PayPal for business