Lyst's New Express Checkout Feature Is the Next Genius Idea in E-Commerce

The goal of Lyst—which is less of a "site" and more of a "tool"—is to make shopping for clothes, shoes, bags and accessories easier and more fun. And with the launch of the three-and-a-half-year-old company's express checkout feature, Lyst is taking one more step toward that mission.
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The goal of Lyst—which is less of a "site" and more of a "tool"—is to make shopping for clothes, shoes, bags and accessories easier and more fun. And with the launch of the three-and-a-half-year-old company's express checkout feature, Lyst is taking one more step toward that mission.
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The goal of Lyst—which is less of a "site" and more of a "tool"—is to make shopping for clothes, shoes, bags and accessories easier and more fun. And with the launch of the three-and-a-half-year-old company's express checkout feature, Lyst is taking one more step toward that mission.

The gist: If you've never used Lyst before, you should know that the goal is to allow users to create visual shopping lists of stuff they want to buy online. (Think of it as Shop Style-meets-Pinterest.) You can follow the lists of brands you like, or bloggers you admire, and then add their picks to your personal lists. Before express checkout, if you wanted to actually buy something, you had to click away from Lyst and visit the brand's e-commerce site. Now, 50 brands and counting—including Alexander Wang, Maiyet, Lane Crawford, Revolve Clothing and Theory—are allowing users to buy products right on Lyst, so they never have to leave the site. (To be clear, Lyst is not holding inventory. It's all fulfilled by the actual brands. They've just done a little magic to make it look like it's being fulfilled by Lyst.)

What the new Lyst e-commerce page looks like.

What the new Lyst e-commerce page looks like.

This may seem like a small thing—something you wouldn't even notice—but that's exactly what Lyst's proprietors are betting on. The easier they make it for you to shop on their site, the longer you'll stay there. After all, the quicker you can get someone to a purchase, the more likely it is that she's going to actually enter her credit card info. And for Lyst's two million active users, many of whom are already spending hours a day floating around the site, it means that they can float a little longer.

This morning, Lyst CEO Chris Morton was on-hand to launch the feature at New York City's Soho House, alongside enthusiastic execs from Revolve and Maiyet. (Express checkout will be US-only for now, with other markets to follow in the coming months.) While he suggested that this is just the first step for Lyst in a series of new features, he believes it's an important one. "People have been asking us for this for three years," he said.