In today’s global e-commerce landscape, the checkout experience has become a decisive factor in whether a transaction succeeds or fails. Recent research by PYMNTS reveals that consumer expectations around payments are higher than ever, and merchants that fail to adapt risk losing customers to competitors who prioritise seamless, localised, and secure payment options.

A striking 84% of global shoppers report that one-click checkout is an important factor when deciding where to shop, with 18% selecting retailers solely on this basis. This statistic highlights a fundamental shift: convenience is no longer a value-add but a baseline requirement. Any unnecessary friction — from repeated data entry to additional confirmation steps — directly undermines conversion rates.

Merchants aiming to scale globally face particular hurdles. 72% of retailers report higher payment failure rates in cross-border transactions compared to domestic ones, revealing just how fragile global payment infrastructure can be. Compounding this issue, 99% of cross-border shoppers expect to use their preferred payment method, while 94% demand pricing in their local currency. The data suggests that international customers want a shopping experience that feels entirely local, regardless of geographic barriers. Failing to meet these expectations risks alienating a fast-growing segment of the e-commerce market.

Checkout optimisation is not simply a matter of technical efficiency; it directly affects purchasing behaviour. The study shows that 55% of consumers will abandon a purchase if required to attempt payment more than once. This reinforces the need for merchants to invest in streamlined systems that minimise friction and maximise reliability. Outdated or generic checkout solutions, while cheaper to implement, come at the hidden cost of lost sales and declining customer trust.

The payment landscape itself is evolving rapidly. Digital wallets currently account for 66% of global eCommerce value, and are projected to reach 79% by 2030. Similarly, Buy Now, Pay Later (BNPL) services have expanded from a niche $2.3 billion market into a $342 billion global force within just a decade. Meanwhile, account-to-account (A2A) payments, accelerated by systems such as India’s UPI and Brazil’s Pix, are forecast to hit $3.8 trillion by 2030. These shifts indicate that merchants cannot rely on static payment strategies; instead, they must continuously adapt to consumer preferences and emerging technologies.

Ultimately, payment systems are no longer a back-end process but a front-line determinant of customer satisfaction. Beyond checkout speed, merchants must integrate fraud prevention, fulfilment logistics, and market-specific behaviours into their strategy.