By Jonathan Kleiman | Consultant

A seamless customer journey is imperative for any ecommerce site, and no aspect is more important than the payment process at checkout.

Currently, card payments and PayPal reign supreme in the UK market but with a flurry of new online payment types entering the market this could be about to change.

Mobile payments

Since the introduction of Apple Pay, Google Pay and Samsung Pay, uptake has been slow with only 4% of contactless transactions coming from mobile in 2017. However, we are now seeing consumers increasingly using mobile devices to pay for transport, coffee and their grocery shopping.

In May last year, Apple announced that Apple Pay payments would be limitless in store giving the tech giant a major boost over conventional contactless cards and increasing average spend per mobile transaction by 11%. Mobile payments also rose 328% year-on-year in 2017 to 126 million in-store transactions and almost £1bn in spend. This is likely to expand into online spending as well and ASOS and Airbnb have positioned themselves as front runners in this area, already featuring integrated mobile wallet payments on their mobile apps.

The next generation of shoppers are already anticipating the widespread adoption of this technology with 65% of 16-20 year olds believing their mobile will replace their bank card within 5 years. So, no need to remember that long card number and expiry date.

‘Try before you buy’

Klarna, a Swedish fintech company, is offering customers a frictionless checkout with no need to pay for items until 30 days after purchase. This ‘try before you buy’ method is helping many retailers replicate an in-store experience, allowing customers to try on clothing and return any unwanted items without a penny leaving their account.

With 800,000 transactions a day we are seeing a new customer behaviour developing, especially among cash-strapped consumers. In fact, a survey of consumers in the US revealed that ‘try before you buy’ was the preferred payment method when purchasing apparel online.

Despite this surge in interest, retailers using Klarna are still facing some operational challenges, particularly with increased return rates and accurate sales reporting. Retailers in the UK especially should also be aware of the reputational risk associated with allowing consumers to accumulate debt through easy credit.

Amazon Pay

Amazon Pay allows retailers to integrate the checkout experience with a consumer’s Amazon account. Completing a transaction is easy and seamless as payment and delivery details are already registered, removing any need to remember multiple usernames and passwords. 

With over 100 million Amazon Prime members worldwide, Amazon Pay has the potential for massive reach and appeal to the mass market. Retailers are already noticing the benefits and Allsaints.com revealed that checkout conversion had increased by 34% and checkout time had reduced by over a minute after integrating Amazon Pay into its checkout. 

As Amazon increases its hold over the ecommerce world expect Amazon Pay to be adopted by more and more retailers. Although there may be scepticism around sharing data with a major competitor such as Amazon, in this age of online shopping any chance to improve the customer journey is not to be ignored.

If you’d like to find out more about any of these new payment types, or need help selecting appropriate payment types for your business, please get in touch at hello@practicology.com.

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