Report: Creating More Value at the Checkout

Consumers expect an online shopping journey that is easy and secure. We surveyed 10k shoppers to understand what that means for your checkout.

The global ecommerce market is predicted to reach $6.2 trillion by 2027; growing almost 8% year-on-year over the next couple of years. So, it’s not surprising that merchants place more importance on their online performance than almost any other aspect of their offering.

Ecommerce merchants invest so much to get a customer through the purchase process – advertising, promotions, UX optimization and great products. Yet poor conversion rates can undo all this hard work.

So, what kind of poor experiences are causing so many shoppers to abandon their purchases at the last minute? Consumers expect an online shopping journey that is easy and secure. A big part of this journey comes at the checkout, where shoppers demand a fast, convenient, secure payments experience.

A checkout with just one or two payment methods on offer just won’t cut it anymore, particularly for cross-border shoppers. Consumers crave more payment options. They expect to pay with their preferred method, and they will often take their business elsewhere if a retailer doesn’t offer it.

Our report surveyed 10 000 shoppers to understand the role of the payments process in the overall customer experience, and how to achieve good conversion rates and inspire customer loyalty.

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Select highlights

• 55% of consumers would not only abandon their carts, but also never return to that retailer’s site if the checkout process was too long or complex
• 56% have aborted a purchase due to not trusting an online store with their card details
• 61% find it more convenient to pay immediately and not have to think about an invoice that will appear later

Methodology

Fieldwork involved an online survey with a total of 10 031 consumers and 1 006 merchants. Survey respondents representing Austria, Baltics, Denmark, Finland, Germany, Netherlands, Norway, Poland, Sweden and the UK.