Local payment methods for Global eCommerce success
A European Outlook
The year 2020 has brought an unprecedented focus on eCommerce. The global e-commerce market is expected to reach $66,932.1 billion by 2030, growing by 13.5% annually over 2020-2030 driven by the rising online shopping and digital transactions amid the COVID-19 pandemic as per the Kenneth Research agency. Businesses of all sizes are expanding across borders to reach shoppers around the world leading to more cross-border market reachability. But, before you rush to launch localized websites and set up entities in new markets, it’s important to consider how these international shoppers want to pay.
In this article, Let’s discover the acceptance of global payment methods across various European countries.
There is no surprise in the fact that culture across Europe varies and seems to have an impact on the choice of payment methods. According to ecommercenews, General preference for online purchases, shoppers in Europe encompasses Digital Wallets like AliPay, PayPal, etc. Many also prefer to purchase through Visa and Mastercard which are also considered to be the most widely used payment method in Europe.
As per the report generated by FDIH, over two-third of Danish consumers regularly use the internet for shopping, meaning there is a large and dedicated target audience ready to purchase your products online. In Denmark, the most commonly used online payment methods are VISA(Dankort), Mastercard, MobilePay, Trustly (online bank transfers), and PayPal. Denmark’s cutting-edge approach to high security, high usage of digital payment methods, and a rapidly increasing outward-looking consumer base make it a highly developed eCommerce nation that online retailers and several PSP’s would tend to target.
The majority of British online shoppers make online purchases by considering price as an important key factor. Consumers value-in-person payment and finance options that in return helps respective brands to build customer loyalty and maintain credibility among them.
In the United Kingdom, the most preferable online payment methods are debit cards and credit cards issued under VISA or Mastercard brand. Besides cards, Digital wallets such as PayPal, Klarna, ApplePay, and Amazon Pay are widely used payment methods to be offered to UK shoppers. With a huge conversion rate and massive customer base, the UK is the right market for any eCommerce business without any second thought.
According to a study conducted by Black Bee, A total of 74 percent of Germans let their mood guide them towards spontaneous purchases on the net. The online shopping behavior of German consumers was examined to be based on various factors such as gender, age, phase of life, and region. Germany is considered to be one of the most splintered markets when it comes to using multiple payment methods. Non-credit card payment methods such as SEPA, direct debit, SOFORT are preferred to be mostly considered to make online transactions. This makes Germany one of the first choice for online retailers and PSP’s to enter due to its vast size and its openness to cross-border payments.
Switzerland shoppers consider buying more and more products from foreign eCommerce websites resulting in more cross-border sales. The major reason behind this is the high prices in Switzerland as compared to other neighboring European countries.
In Switzerland, the key online payment methods are Credit cards (Mastercard, VISA, American Express), PayPal, SOFORT, and Klarna or Ratepay. Swiss market can prove to be a trendsetter for various online retailers and PSPs to increase profitability and encouraging customers to purchase using payment methods that make the online experience more pleasant.
Online buying is becoming the new normal for Dutch consumers due to the increase in internet usage. According to the PwC survey, Dutch consumers aged between 17-31 years old are driving the rise in online shopping, particularly when it comes to the usage of mobile devices. Shoppers of all ages value ease of navigation when it comes to targeting the Dutch market. Ideal, an online bank transfer payment is the most dominating payment method in the Netherlands. Apart from Ideal, Mastercard, VISA, PayPal and pay later methods like Klarna and AfterPay are some of the most commonly used payment methods in the Netherlands.
France is the third-largest eCommerce market in the EU and 6th largest in the world. French online shoppers are techno-geek and are considered to be the most confident shoppers. As customers, they admire the punctual delivery of services, politeness, and clear information. Bank transfers majorly used debit card system named Carte Bleue and PayPal being the most considerable online payment methods. Paylib, being the homegrown French digital wallet is the most dominant online payment method used in France with 40 million active users. If you’re an online merchant who wants to sell in France, you must translate and localize your online store. It’s also important to interact with French-speaking consumers in their native language to understand the cultural impact on a business. Thus, making the entire customer experience worthy and enriching.
Italy is the second-largest eCommerce market in the EU. According to the Forbes list, Italy has been listed as the No. 42 Best Country for Business and No. 28 in terms of Ease of Doing Business. Italian eCommerce consumers are known to have high expectations when buying and often expect outstanding customer service. In Italy, online shoppers prefer VISA or Mastercard credit, debit, or prepaid card. Besides cards, Paypal and online bank transfers are the most commonly used for making online payments. Bancomat Pay, An Italian mobile payment App is being used by 37 million Italian people being in dominance in the Italian market can also prove to be a successful business enhancement for both Online retailers and Payment Service providers.
Are there any widely accepted Payment Methods across Europe or everything is local?
There are countries like Germany which are quite open to cross-border shopping, however, preference is still given to local payment methods even in international stores.
Despite this localization, there are some payment options that have made a mark on the whole of Europe or some in specific regions of Europe. Let’s take a look at them as well:
Eastern Europe: The most popular way of making payments in Eastern Europe are:
- Online Banking
- Bank Transfer
- Yandex Money
Western Europe: The most popular payment methods in Western Europe are:
- Bank Transfer
- American Express,
- Cash on Delivery
- Charge Card
- Cartes Bancaires
“The ball is in your court now”
The growing demand for alternative payment solutions combined with rapid e-commerce growth led to digitalization. And this makes it important to better understand the future of fintech and its impacts on your online store.
With smartphones becoming an extension of the hand, in-app payments, and mobile browser payments with their innovative minimal click payments are key drivers of European eCommerce. As per the European Payments Council report, With over 1 Billion people estimated to use phone payment at least once in 2020, digital sales globally may soon be driven by these payment solutions. It is forecasted to exceed 70% by 2022, which is equal to $4.6 trillion. That means, not only you should think of the most popular local payment options but also provide clients with in-app payments.
Now you know what countries use what payment options, get ready to reach out to European consumers with local payment language.
In case, you need help with payment fintech, you can get in touch for a Universal payment adaption system We as Ideatarmac provide Universal Payment Adapter, which is a B2B solution software that can get various Payment Service Providers integrated into multiple Shopsystems and online retailers with just a few clicks. Our software connects as a plugin between more than 10 different Shop Systems and Payment service providers. We have successfully worked with some of the best online retailers to get different payment methods integrated such as Safecharge, Afterpay, payment express, and the list goes on.
This is how Local Payment Methods have taken over the entire eCommerce business in Europe. Thus, ensuring successful cross-border shopping and a hassle-free payment approach.