Abstract: Checkout flows enable retail brands to provide customized checkout experiences based on a customer's unique characteristics. A checkout flow includes the customer segmentation, flow selection, and metric generation stages. When a customer enters a checkout, a process begins to evaluate the customer's characteristics and categorize them into a customer segment. Each segment is served a different frontend, which is specified by the checkout flow identifier. The frontend includes a basic checkout experience, which is customized further by experience optimizers and business optimizers.