The checkout is the wrong thing to build here.
A shop can spend everything on a checkout nobody uses, because the question the customer has cannot be answered by a button.
The short answer
Lingerie is bought with 2 doubts attached: will it fit, and who sees that I bought it. A checkout answers neither, which is why so many of them sit unused.
The shops that do well online here sell in a message instead.
Sizing is a question, not a dropdown
Sizes differ between labels and most customers know their own only approximately. Faced with a dropdown and no way to ask, a careful buyer closes the page rather than risk guessing.
The same person will happily ask a shopkeeper. The question is not embarrassing when there is somebody to answer it.
Privacy changes where people are willing to buy
A message thread feels private in a way a card form does not, and in a small city that matters more than it would elsewhere. Discretion is part of what is being sold.
Build for the habit they already have
At Intimo Bruna customers were already messaging rather than filling in forms, so sending them to a checkout would have meant designing for a habit they do not have.
Every product page hands off to WhatsApp with the item already named in the message, so the owner is not asking which one you mean. Stock and prices are kept current from a phone.
What this means beyond lingerie
The lesson is not about underwear. It is that a shop should look at how its customers already buy and build that, rather than buying the checkout everybody sells because every other shop has one.
Tell us how your last 10 orders actually reached you, and we will tell you whether a checkout would have helped. Get a free audit.
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