Untuckit Sees 64% Lift in Lifetime Value with One-Tap Shop Pay

How UNTUCKit Shaved Seconds Off Checkout and Won Loyal Shoppers

UNTUCKit started with a simple gap: shirts that look good untucked. Founders Chris Riccobono and Aaron Sanandres solved that by crafting cotton shirts with perfected proportions. As the brand scaled to 85 stores and millions of shirts sold, they knew the online experience had to match the fit. That led them to add Shop Pay’s one-tap checkout on Shopify Plus.

The Challenge of Mobile Friction

Mobile shoppers often abandon when they hit a long form. UNTUCKit saw drop-offs at checkout and knew speed was key. The team wanted lightning-fast payments, plus seamless order tracking and personalized reminders to drive more repeat visits. They needed a solution that fit neatly into their existing Shopify Plus setup.

Implementing One-Tap Shop Pay

Integrating Shop Pay took just a few clicks in the Shopify admin. Once toggled on, returning customers saw an “Accelerated Checkout” button—no address or card entry needed. They could tap and pay, then track delivery right in the Shop app. UNTUCKit also configured personalized product suggestions to appear after purchase, nudging shoppers back to the store.

Impact in Numbers

Results poured in within weeks. Compared to other checkout methods, Shop Pay delivered a:

• 10% increase in average order value
• 33% uplift in 30-day repeat purchase rate
• 64% boost in customer lifetime value

With a smoother mobile flow, shoppers were more likely to complete orders on the go. Automated delivery notifications kept them engaged, while tailored recommendations sparked follow-up buys. UNTUCKit turned friction into frictionless growth.

Key Lessons Learned

UNTUCKit’s one-tap success shows that removing small barriers at checkout can compound into large gains in both purchase frequency and lifetime value. Modern shoppers expect speed—especially on their phones—and Shop Pay delivers it.