Every eCommerce site must be able to accept payments from customers online. A payment gateway is a technology that allows you to take payments, by asking customers to enter their bank, credit or account details and pay you for their purchase.
Offering multiple payment options at checkout gives your customers a convenient and positive shopping experience, encouraging more sales, a key driver of growth. Cart abandonment rates and lost revenues can be avoided by offering customers a range of payment methods.
An increase in payment methods at checkout can also raise your target audience and influence a larger customer base. By offering a payment method that is popular in a particular country, for example, you may be able to attract customers from that country who otherwise wouldn’t have been able to complete their transaction. Adding an option of payment methods at checkout means it is easier for customers to pay in a way that suits their preferences and needs.
Checkouts should be as quick and convenient as possible, but choosing the right payment method for you and your consumers is vital.
So, what payment methods should you offer?
Card Payments
Card payments are a favourable traditional method of checking out on eCommerce websites. 23% of consumers pay using credit cards as they have the added benefit of boosting credit scores and it being a safe option for consumers and brands alike. 67% of consumers however still prefer their beloved debit cards.
But are traditional methods holding you back from becoming part of the future of payments? What modern payment methods are there?
Digital Wallet Payments
It is important to keep up with the latest payment trends and provide modern options to your consumers. Mobile in app payments allow customers to make payments on their smartphone in two different ways:
- Virtual Card Apps
37% of consumers store money in payment apps such as Apple and Google Pay. Apple Pay was introduced in late 2014, and Google Pay in 2018. Since its appearance, Google Pay has over 150 million users spread over 42 global markets, and Apple Pay is predicted to hit 48.7 million users this year. 71,053 businesses worldwide use Apple Pay, and 245,973 use Google Pay.
Statista asked UK consumers about the “Most used mobile payments by brand” and found that “Apple Pay” takes the top spot.
- Alternative Payment Apps
Wallet apps like PayPal and Amazon Pay allow customers to pay for purchases with their email address or phone number instead of their banking details. Customers link their bank details to their account and then all they need to do when purchasing on your website is login to their account and the payment will be processed.
PayPal is a key player in the digital payment market, with over 360 million active users in over 200 countries and has now offers additional payment options such as PayPal Credit and PayPal Pay in 4 which offer additional benefits for your customers.
BNPL
16% of consumers use ‘Buy Now, Pay Later’ options at checkout and this payment method is heavily favoured by Gen-Z and Millennials. By 2027, it is predicted that there will be 900 million Buy Now Pay Later users worldwide.
PYMNTS revealed businesses that leverage BNPL can raise revenue, brand awareness and customer loyalty. Increased conversion rates are one of the most immediately evident benefits since customers who leverage BNPL are much more likely to complete a purchase than those who do not.
Klarna is currently the most popular choice with approximately 150 million active users and an easy to integrate system.
Contact us if you need to improve your sales conversion or integrate a new payment gateway.
