TJX, Molecular create one-stop e-shop Web site

Molecular Inc., a 10-year old technology consulting firm based in Watertown, has paired with Framingham-based TJX Cos. Inc. to implement new technology that they hope will change the way e-commerce shoppers buy merchandise.

Single-Screen Checkout, designed to decrease online "shopping cart" abandonment and increase conversion rates, is part of a Molecular product known as Commerce Experience Optimization. It enables a consumer to check out merchandise via a rich Internet application, which is more interactive than a traditional HTML Web page.

Molecular applied the same technology to the Web site of South Deerfield-based Yankee Candle Co. In that instance, the application guided customers through a candle-design process rather than checkout. Yankee Candle saw a 25 percent increase in average order size and a 70 percent drop in call-center complaints.

TJX hopes to reduce checkout barriers with its new single-screen checkout application.

Molecular was also involved in strategy and user experience for two TJX Websites that went live two weeks ago, for T.J. Maxx and HomeGoods.