Online payment methods evolving in Europe
Increased use of digital payment systems and the decline of cash on delivery
The latest publication from yStats.com, “Europe Online Payment Methods: First Half 2016,” shows gradual shifts in the payment method preferences of online shoppers. The Germany-based secondary research firm’s report tells of increased use of digital payment systems and the decline of cash on delivery in emerging markets.
While one constant characteristic of online payments in Europe is the diversity of methods used by digital shoppers, that diversity is matched by constant, gradual change. The most used payment method in many Eastern European countries just a few years ago was cash on delivery. That method has declined as bank cards have seen increased use by online shoppers in the emerging markets of that region, such as Russia. In Western Europe, where credit or debit cards have been the preferred payment practice online in multiple countries, digital payment systems are on the rise, for example, in France, Italy, and Norway.
An issue revealed in the yStats.com report is the importance of security in online payments to both online retailers and shoppers. According to consumer surveys cited in the report, in at least one country of the Old Continent close to 25% of individuals who did not to make purchases online stated payment security concerns as the reason, and in another, shoppers claim that they choose online stores that promise the most payment security.