What Stripe Link is and how it speeds up checkout
Stripe Link is a payment feature that stores a customer's card details and address on Stripe's servers so they can check out with a single click on any merchant site that uses it. When a customer enters their email at checkout, Stripe recognizes them if they have saved payment information from a previous purchase. They then confirm their identity (usually via a code sent to their email or phone) and complete the payment without re-entering their card number, expiration date, or billing address.
The merchant never sees the stored card details. Stripe holds them in its vault, and the customer controls what information is saved and when. Each time the customer uses Link, they're authenticated through a one-time code rather than a password, which reduces the friction of remembering login credentials.
Link works across devices. A customer who saves their card through Link on a desktop browser can use the same saved details on their phone the next time they shop, as long as they verify their identity again. This is different from browser cookies or autofill, which are device-specific.
Key Takeaways
- Stripe Link stores customer payment and address information on Stripe's servers so repeat customers can check out in one click across any merchant using Link.
- Customers authenticate using a one-time code sent to their email or phone, not a password, each time they use a saved card.
- The merchant never handles or sees the stored card details; Stripe manages the vault and handles the authentication.
- Link works across different devices and browsers for the same customer, as long as they verify their identity each time.
- Merchants enable Link through Stripe's payment form or checkout page; no separate integration is required beyond standard Stripe setup.
How Link reduces cart abandonment and checkout time
Checkout friction is one of the largest drivers of cart abandonment. Customers who have to type their card number, expiration date, CVV, and full billing address on a mobile phone often abandon the purchase. Link removes that friction for repeat customers by cutting the checkout process from 15–30 seconds to 2–3 seconds.
For merchants, this matters because a faster checkout means more completed transactions. Studies across e-commerce show that each additional form field increases abandonment by a small but measurable amount. Link eliminates most of those fields for customers who have used it before.
New customers still enter their full payment details on their first purchase, but Stripe offers them the option to save that information for next time. If they accept, their second and subsequent purchases become one-click transactions. This creates a compounding effect: the more a customer shops, the faster their checkout becomes.
What information Link stores and how Stripe protects it
Link stores the customer's email address, card number, expiration date, CVV, full name, billing address, and phone number. Stripe encrypts this data at rest and in transit. The customer can view, edit, or delete any saved information at any time through their Link account.
Stripe holds PCI DSS Level 1 certification, the highest standard for payment card security. This means Stripe undergoes annual third-party audits and maintains strict controls over how card data is stored, accessed, and transmitted. Merchants using Stripe Link do not store any card details themselves, which removes the merchant from PCI compliance scope for stored payment information.
When a customer uses Link, Stripe verifies their identity before processing the payment. The verification method depends on the customer's settings and the transaction risk level. For low-risk transactions, a one-time code to email or SMS may be sufficient. For higher-risk transactions, Stripe may require additional verification.
How merchants enable Link and what it costs
Stripe Link is built into Stripe's standard payment forms and checkout pages. If you use Stripe Checkout or Stripe Payment Element, Link is already available to your customers at no additional cost. You do not need to install a separate plugin or pay a fee to offer it.
If you use a custom payment form built with Stripe's API, you can enable Link by adding it to your form code. Stripe provides documentation and code examples for this integration. The setup typically takes a developer a few hours, depending on your form's complexity.
Stripe does not charge merchants a separate fee for Link transactions. You pay Stripe's standard processing fee (usually 2.9% + $0.30 per transaction in the US, though rates vary by country and industry). Link transactions are processed at the same rate as any other card payment through Stripe.
Where customers see Link and how they use it
Customers see Link at checkout on any merchant site that uses Stripe and has Link enabled. The Link option typically appears as a button or toggle labeled "Link" or "Pay with Link" alongside other payment methods like Apple Pay or Google Pay.
On the customer's first visit to a merchant using Link, they enter their email address at checkout. If Stripe recognizes that email as having saved payment information from another merchant, it shows the customer their saved card and asks them to verify their identity. If the email is new to Link, the customer enters their full payment details and can choose to save them for future purchases.
On subsequent visits to any merchant using Link, the customer enters their email, confirms their identity via a one-time code, and completes the purchase. The entire process takes under a minute on a phone and under 30 seconds on a desktop.
Customers can also access their Link account directly through Stripe's website to manage their saved payment methods, view their transaction history, and delete their account if they choose.
Link versus other one-click payment options
Stripe Link competes with Apple Pay, Google Pay, and PayPal, each of which also offers one-click checkout. The key difference is scope and device dependency.
Apple Pay and Google Pay are tied to the customer's device and operating system. A customer who saves their card in Apple Pay on an iPhone cannot use that same saved card in Google Pay on an Android phone. Link, by contrast, is device-agnostic and works across browsers and operating systems for the same email address.
PayPal also offers one-click checkout, but it requires customers to create and log into a PayPal account. Link requires only an email address and a one-time verification code, which is a lower barrier to adoption.
From a merchant perspective, Link is simpler to set up than building integrations with multiple payment methods. A merchant using Stripe Checkout gets Link, Apple Pay, Google Pay, and other payment methods in a single integration. A merchant using a custom form can add Link without adding complexity to their codebase.
Common questions about Link performance and adoption
Link adoption varies by merchant and customer base. Merchants with repeat customers see higher Link usage because those customers have already saved their payment information. Merchants with mostly one-time customers see lower Link usage initially, but adoption grows as those customers return.
Link is available in the US, UK, Canada, and several other countries. Availability in your region depends on Stripe's coverage in that country. You can check Stripe's documentation for the current list of supported countries.
Link does not require customers to create a password or account. They authenticate using a one-time code sent to their email or phone each time they check out. This removes the friction of password management and recovery.
Frequently Asked Questions
Can customers use Link if they don't have a Stripe account?
Yes. Customers do not need a Stripe account to use Link. They only need an email address and a valid payment card. Stripe creates a Link profile for them automatically when they save their card information at checkout on any merchant site using Link.
What happens if a customer's card expires or is declined?
If a saved card expires or is declined, Stripe notifies the customer and asks them to update their payment information. The customer can add a new card or update the expiration date of their existing card through their Link account or at checkout. Merchants do not handle this process.
Can merchants see which customers are using Link?
Merchants can see in their Stripe dashboard that a payment was processed through Link, but they do not see the customer's saved card details or Link account information. Stripe handles all of that data.
Is Link available in all countries where Stripe operates?
No. Link is currently available in the US, UK, Canada, Australia, and several other countries. Availability varies by region and is expanding over time. Check Stripe's current documentation to see if Link is available in your customer's country.
Do customers have to use Link, or can they enter their card manually?
Customers can always choose to enter their card details manually instead of using Link. Link is an option, not a requirement. Merchants can configure whether Link appears as the default option or as one choice among several payment methods.