Personalized fashion marketplace has created an integrated checkout that enables users to buy directly from Lyst without having to leave the aggregator’s site.

This story first appeared in the June 4, 2013 issue of WWD. Subscribe Today.

Integrated checkout launches first in the U.S. today, and then internationally later throughout the year. Among the fashion and vendor partners either launching today or over the next few weeks are Hudson Jeans, Rag & Bone, Cynthia Rowley, Trina Turk, Intermix, the Yoox Group and Seven For All Mankind. Lyst developed proprietary technology to securely store users’ payment and shipping information. Consumers use a password to access their personal Lyst accounts, where they can place their orders by clicking on the “buy now” button located on each item page. The orders are then uploaded in real time to the appropriate designer or retailer, which handles the fulfillment of purchases. Inventory availability after each order is placed is automatically updated and transmitted back to the Lyst site. The technology replaces the multipage checkout where users formerly had to be taken to separate third-party partner sites to buy.

Lyst, launched in 2011, aggregates the inventories of hundreds of stores. Users from 190 countries can take the information to set up their own shopping feeds where they follow their favorite designers and stores. More than 7,000 designers are represented on Lyst.

Chris Morton, Lyst’s chief executive officer and cofounder, said, “Integrated checkout underscores our commitment to simplifying the online shopping experience by making the transaction process more convenient for both customers and brand partners.”

Morton also said that allowing consumers to buy multiple items while they are at is expected to reduce the number of abandoned carts resulting from fatigue in having to access individual sites and repeatedly input passwords and credit card information. He said that many consumers check out as guests, even when they’re at a site they buy from frequently.

According to the company, Lyst has two million monthly unique visitors, which drives tens of millions in sales to the retailers and designers it partners with around the world.

Kobie Fuller, chief marketing officer at Revolve Clothing and Forward by Elyse Walker, which are available via integrated checkout today, said, “We’ve been working with Lyst over a year now. They’ve done a really good job creating an experience where users can easily browse and discover new products and items from brands and influencers they follow.…We’ve seen a lot of conversions through our affiliate model.”

Fuller said a number of other software vendors are trying to do the same thing to facilitate integrated checkout, “but integration is frankly a nightmare.…With Lyst, I don’t even have to talk to my tech team to get this up and running. This is a game changer on how Lyst approaches the checkout process.”

Scott Garrity, director of e-commerce at Hudson Jeans, said, “With integrated checkout, the fashion-forward community at Lyst will have access to the best selection of Hudson Jeans online, which we expect to accelerate sales for our brand.”