E-commerce payments: Why it’s actually a powerhouse for growth

Today, the checkout is no longer a routine step. It’s an opportunity to unlock new growth opportunities, reduce costs, and build lasting customer trust. But only if you make the right optimisations.

For your customers, the checkout isn’t just another step, it’s the final and most crucial part of their shopping experience. It’s the moment when a purchase becomes real.

But checkouts that are slow, complicated or seem untrustworthy are all it takes to lose them.

Cart abandonment, failed transactions, and friction-filled checkouts don’t just frustrate customers—they actively cost businesses millions every year.

The checkout experience: A make-or-break moment

Digital-native shoppers expect the checkout to be fast, intuitive, and trustworthy. Any friction—whether an unexpected payment failure, lack of preferred payment options, or unnecessary steps—can result in an unfulfilled purchase.

This is why optimising the checkout experience is essential. A seamless and frictionless process leads to:

• Higher conversion rates
• Reduced operational costs
• Lower cart abandonment
• Stronger customer loyalty
• A significant competitive edge

Small improvements in the checkout flow have a substantial impact on business success. The question is: is your checkout experience helping or hindering conversions?

We partnered with Mollie—one of Europe’s fastest-growing payment service providers—to uncover data-driven insights and actionable strategies to increase sales, build loyalty, and improve your business. In their 2025 Playbook, Jussi Lindberg, Trustly’s CRO, shares his best practices to help merchants raise conversion rates by making their checkout as friction-free as possible. Here are the key takeaways:

3 ways to turn your checkout into a growth engine

1. Streamlining the process to increase conversions

81% of shoppers consider a quick and efficient checkout one of the most critical factors a merchant can offer, according to Mollie. Even a minor inconvenience—such as an extra form field or forcing them to create an account—can drive them away. Here’s how to streamline checkout and keep conversions high:

• ‍Elliminate manual entry with user recognition: With this tech, returning customers can skip sign-ins and use saved payment details, making the shopping experience more seamless. Tools like Truslty’s Azura data engine can recognise users across merchants and devices, and pre-fill their bank account details for them. This type of tool makes them more likely to purchase more often, spend more when they do—as well as completing each intended payment.

• Offer the right payment options:80% of shoppers consider access to their preferred payment method one of the most crucial features a merchant can offer, yet 41% abandon their purchase if it’s not available, according to Mollie. Providing diverse options—including digital wallets, instant bank transfers, and buy now, pay later (BNPL) solutions—means customers complete their purchases without hesitation.

2. Personalise the checkout to boost loyalty

A generic checkout experience is no longer enough. Customers expect the checkout to offer payment options that align with local preferences. Businesses that provide this personalisation can significantly enhance customer trust and retention.

• Show location-based payment preferences: Offering local payment methods and preferred currencies makes transactions feel more familiar and secure.
  “Localisation is more than just offering the right payment methods – it's about creating intuitive, familiar, and trust-building payment experiences. Businesses need to ensure all payment touchpoints – from checkout pages to authentication flows – feel recognisable and secure for customers in each market.”
  - Iryna Agieieva, Head of Product - Payments @ Mollie
  
• Leverage AI-driven transaction routing: Smart payment routing directs transactions through the optimal processing networks to maximize approvals. This means fewer false declines.

3. Leverage Open Banking to cut costs and improve trust

Card declines are a hidden revenue drain. According to Mollie’s report, failed card payments contribute to a 33% drop-off rate in the checkout. Open Banking is gaining traction for businesses as a cost-effective solution that gets rid of intermediaries and minimises transaction failures.

Account-to-account (A2A) payments, powered by Open Banking, bypass traditional card networks and unlock faster, more secure transactions. The benefits include:

• Instant processing: Faster settlements improve cash flow and reduce delays.
• Lower fees: Eliminating card network fees translates into significant cost savings.
• Stronger security: Payments authorised directly through a bank reduce fraud risks. Based on user research by Mollie, this addresses a key issue behind 47% of cart abandonment.

“Open Banking is transforming payments, offering businesses faster settlements, lower transaction costs, and solutions tailored to specific needs.“
- Iryna Agieieva, Head of Product - Payments @ Mollie

Checkouts as a growth driver in 2025 (and beyond)

The checkout isn’t just part of a transaction—it’s a competitive differentiator. Businesses that embrace A2A payments, AI-driven optimisations, and personalised checkout experiences will see reduced cart abandonment, stronger customer trust, and long-term revenue growth.

Now is the time to reframe your payment strategy. Instead of viewing checkout as the final step, see it as the start of something bigger.