Research reveals e-commerce payment trends across Europe

New research has found that countries across Europe have varying attitudes towards e-commerce payments methods.

The study, carried out by PayTech Nexi Group, revealed that many German consumers prefer using e-wallets, with 39 per cent choosing this as a method. 23 per cent said they prefer paying via invoice.

In Italy, half of consumers said they prefer PayPal, while the second favourite payment option is debit cards at 19 per cent.

Danish consumers prefer credit card payments, with 51 per cent choosing this, while more than a third – 34 per cent – chose MobilePay.

According to the research, in Finland consumers prefer traditional technologies like online banking payments – 34 per cent – and credit cards – 24 per cent.

Local payment methods were found to be popular in Norway – with 23 per cent choosing VIPPS – while 19 per cent of Swedish respondents chose local payment option Swish.

"It's likely that consumers now have greater trust in purchasing products online than before the pandemic, which could in fact have helped democratise online purchases across all categories in Europe,” said Omar Haque, head of group e-commerce, Nexi Group. "Understanding what makes consumers abandon a cart, such as not being offered their preferred payment option, is critical to improving sales, and stores that can enhance this aspect of the experience stand to win the most.”

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