In short
In Slovakia, roughly half of all website visits now come from mobile phones, and slightly fewer in Czechia. When an online store sells much worse on mobile than on desktop, the cause usually lies in a few recurring places: speed, checkout, hidden costs, forced account creation, payments and trust. This article goes through them one by one and shows what the data says about each.
The figures are checked as of 3 November 2026, and the sources are listed at the end.
How many people shop on mobile
| Mobile | Desktop | Tablet | |
|---|---|---|---|
| Slovakia, October 2026 | 55.2% | 43.0% | 1.8% |
| Slovakia, January to October 2026 | 50.5% | 48.1% | 1.4% |
| Czechia, October 2026 | 47.2% | 51.3% | 1.6% |
| Czechia, January to October 2026 | 44.5% | 54.0% | 1.5% |
StatCounter measures all websites that use its counter, not only online stores. According to Baymard Institute, mobile often accounts for half of all traffic to online stores. Baymard also points out that mobile sites often convert worse than the desktop version, sometimes at less than half the rate.
Google Analytics 4 shows the exact figures for a specific store: in the report by device category, compare the share of visits with the share of orders. If mobile brings 60% of visits and 30% of orders, the problem is on mobile.
Google ranks the mobile version
Google uses the mobile version of a page for indexing and ranking. Google announced the switch to mobile-first indexing as complete in October 2023, and since 5 July 2024 websites have been crawled only by Googlebot Smartphone. Content missing on mobile does not get indexed. Hidden text, a specification table shown only on desktop, or reviews that do not load on mobile are therefore lost for search.
Mobile speed and Core Web Vitals
Google measures the speed and stability of a page with three metrics called Core Web Vitals. A page passes when at least 75% of visits meet them:
| Metric | What it measures | Good |
|---|---|---|
| LCP | loading of the main content | up to 2.5 s |
| INP | response to taps and clicks | up to 200 ms |
| CLS | content shifting while loading | up to 0.1 |
INP replaced the older FID metric on 12 March 2024, so older speed guides often talk about something Google no longer measures.
The link between speed and sales was examined in the study Milliseconds Make Millions (Google and Deloitte, 37 brands, more than 30 million visits). For online retailers, a 0.1 s faster mobile site was associated with an 8.4% higher conversion rate and 9.2% higher spending. This is a correlation found by observation, not an experiment proving cause. Case studies on web.dev point in a similar direction: Vodafone sold 8% more after improving LCP by 31%, and Lazada increased mobile conversion by 16.9% after making LCP three times faster.
The most common causes of a slow online store on mobile:
- large product photos that are not resized for mobile,
- apps and tracking scripts that load on every page,
- a homepage slider with several large images,
- several fonts and font weights,
- pop-ups that shift content after loading.
Checkout and abandoned carts
According to Baymard Institute, which summarised 50 studies, an average of 70.22% of people who add products to the cart abandon the purchase. Some of them are only comparing prices. The rest leave for reasons that can be fixed. In Baymard's survey of US shoppers, after excluding those who were not yet ready to buy, respondents named:
- 40% extra costs that were too high, such as shipping or fees,
- 20% delivery that was too slow,
- 19% not trusting the site with their card details,
- 18% being required to create an account,
- 17% a checkout that was too long or complicated,
- 17% website errors or crashes,
- 13% an unsatisfactory returns policy,
- 12% not seeing the total cost upfront.
Baymard regularly benchmarks the checkouts of large online stores in the US and Europe: of 344 sites assessed, 65% have a checkout rated “mediocre” or worse. For mobile use, it assessed 138 large sites, and 62% of them performed the same way. So large online stores make these mistakes too.
According to Baymard, most online stores need only around 8 form fields in the checkout, while the average checkout has considerably more. Every field that is not necessary takes longer to fill in on mobile than on desktop.
Show shipping costs upfront
Extra costs are the most common reason for leaving. The shipping price and the cash on delivery surcharge should be visible before checkout: on the product page, in the cart, or on a shipping page that is linked from there. If the store offers free shipping above a certain amount, the threshold belongs in the top bar and in the cart, together with how much the customer still needs to add.
Guest checkout
Being required to create an account puts off 18% of respondents before buying. Guest checkout should be the default, with an account offered only after the order. With Shopify's new customer accounts, customers sign in with a one-time code sent by email, so they do not have to remember a password.
Mobile payments: Apple Pay, Google Pay and cash on delivery
On mobile, every time a customer has to type in a card number is an obstacle. Express payments such as Apple Pay and Google Pay appear right at the start of the Shopify checkout, and the customer confirms them with a fingerprint or face.
- A store run by a company in Czechia can use Shopify Payments and with it Shop Pay, which remembers the customer's email, address and payment method.
- A store run by a company in Slovakia cannot use Shopify Payments, and therefore not Shop Pay either. It can offer Apple Pay and Google Pay through a gateway that supports them, such as Stripe Card Payments. Comgate and GoPay do not support them on Shopify.
- Cash on delivery remains a common choice in both Slovakia and Czechia and should not be missing from the checkout.
Details on gateways and fees are in the guide Shopify in Slovakia and Czechia.
Buttons and forms
- Button size: Google recommends touch targets of around 48 × 48 px with spacing of around 8 px. The minimum under the WCAG 2.2 accessibility guidelines (level AA) is 24 × 24 px.
- Font size in form fields: in practice, at least 16 px is used, because with smaller text Safari on iPhone zooms in on the page when the field is tapped.
- The right keyboard: a phone number field should open the numeric keypad, an email field a keyboard with the @ sign.
- Autofill: name, address and email fields have the correct attributes so the phone can fill them in automatically.
- The Add to cart button is visible without long scrolling, ideally also as a sticky bar at the bottom of the screen.
Trust
Not trusting the site with card details puts off 19% of respondents, and an unsatisfactory returns policy 13%. On mobile, customers have less room to check out a store, so they should find the following without searching:
- reviews on the product page and a store rating, for example Heureka's “Overené zákazníkmi“ (Heureka's customer-review certificate) certificate,
- a phone number and email, ideally also in the checkout footer,
- the returns policy in one sentence on the product page,
- the estimated delivery date, because slow delivery is the second most common reason for leaving.
How to measure mobile conversion
- Google Analytics 4: conversions by device and the funnel from product view to order, separately for mobile.
- Google Search Console: the Core Web Vitals report with real visitor data, separately for mobile.
- PageSpeed Insights: the speed of a specific page and a list of what slows it down.
- Microsoft Clarity: session recordings and heatmaps showing where people tap on mobile and where they leave.
- Your own purchase: one order from your own phone, without a saved password, over mobile data, reveals a lot.
You can also test your homepage for free with Webcheck in about 30 seconds.
Mobile checklist for online stores
- Compare the mobile share of visits with its share of orders.
- Check that all important content is also in the mobile version.
- Pass Core Web Vitals: LCP up to 2.5 s, INP up to 200 ms, CLS up to 0.1.
- Resize photos and remove apps and scripts you do not use.
- Show the shipping price and cash on delivery surcharge before checkout.
- Allow guest checkout.
- Shorten the checkout, ideally to around 8 fields.
- Offer Apple Pay and Google Pay, and keep cash on delivery.
- Buttons of around 48 px, at least 16 px text in form fields, the right keyboards.
- Reviews, contact details, returns and delivery date visible on the product page.
- A test order from a phone once a month.
To go through the whole store, including checkout and tracking, an e-shop audit sorts the findings by what to fix first.
Sources, checked 3 November 2026: StatCounter, Slovakia, StatCounter, Czechia, Baymard, mobile UX, Baymard, cart abandonment, Baymard, checkouts, Baymard, number of fields, Google, mobile-first indexing, Google, July 2024, Core Web Vitals, INP replacing FID, Milliseconds Make Millions, web.dev case studies, touch target size, WCAG 2.2, 2.5.8, express payments in Shopify, Shopify Payments countries.
