Which Online Payment Methods Should You Use For eCommerce?

Which Online Payment Methods Should You Use For eCommerce?

7 MIN READ

Let’s go back 25 years to 1994. It was a pretty big year. The Channel Tunnel had just opened, you could catch classics like Forrest Gump and The Shawshank Redemption at the cinema, and Wet Wet Wet’s “Love Is All Around” dominated the charts for 15 weeks at the top spot (we have the popularity of Four Weddings and a Funeral to thank for that one…). 

 

It was a memorable year – and a pivotal one for eCommerce too (see, it IS on-topic, this isn’t a blog about Wet Wet Wet. If you’re here for that, sorry,  you’re in the wrong place.) 1994 is when the first eCommerce payment transactions started taking place. Sting album ‘Ten Summoners Tales’ was sold on NetMarket, purchased for $12.48 by Mr. Brandenberger who used encryption software to send over his payment details. Ecommerce giant Amazon was also founded in 1994 and began trading just a year later as an online bookstore. And, quite unbelievably, Pizza Hut started taking online orders in 1994, too. 

 

We’ve come an awfully long way over the past 25 years when it comes to buying and selling online. There are more payment options out there than ever before, and with recent FinTech booms, this is showing no signs of slowing down. 

 

Consumers have so many ways to pay for their goods, credit and debit, apple pay and digital wallets, PayPal and p2p, shared payments – these varieties are boosting eCommerce sales as convenience reigns. You need to leverage this and use it to your advantage when deciding on which online payment methods you should use, and what kind of checkout and payment experience you want to offer your customers. 

 

Long and complicated checkout processes and lack of payment options both feature in the top 10 reasons for checkout abandonment. This signifies the importance of getting it right to secure sales.

 

Here are some things to think about when introducing a variety of payment methods onto your website. 

 

Presentation of payment methods

It’s a good idea to include as many options as possible to maximise the chances of customers making a purchase, however with loads of payment options comes choice overload and you don’t want people to be put off. But what can you do to strike the balance between multiple-choice and great usability? 

 

  • Display payment methods close together so customers can make a decision from a single viewpoint of options. Even if you have many choices, displaying them in this way will minimise the feeling of being bombarded. 

  • Use a default selection (the most popular one) to speed up and simplify the process. 

 

  • Once an option is selected, make sure that this is highlighted so when proceeding, the user knows what they have selected.

International payment options 

The number of payment options you accept is likely going to go up the further afield you sell in. Widening your market is great for business and in keeping with today’s growing global economy, but it’s also something you need to prioritise getting right so as not to alienate any potential overseas customers. Knowing your market is key and what payment methods are favoured.

 

Country

Payment method

China

Mastercard, Visa, WeChat Pay, UnionPay, AliPay, PayPal

USA

Visa, Mastercard, Maestro card, American Express, PayPal, Amazon Pay, Apple Pay

UK

Visa, Mastercard, PayPal, Amazon Pay, Apple Pay

Japan

Visa, Mastercard, Cash, Konbini, Bank transfer, PayPal, Pay-easy, Yahoo! Easy payment

Brazil

Credit card, Boleto Bancário, PayPal, MercadoPago

Germany

Visa, MasterCard, SOFORT, Credit Transfers, Giropay, PayPal, Klarna, Ratepay, Paydirekt

France

Visa, MasterCard, Carte Bancaire, PayLib, PayPal, American Express, Credit Transfer, e-Carte Bleue

Canada

Visa, Mastercard, American Express,  Instadebit, Interac Online, PayPal, Prepaid cards and vouchers

Italy

MasterCard, Visa, CartaSi, PayPal, Prepaid cards, Cash on delivery

Spain

MasterCard, Visa, PayPal, Trustly, SOFORT, SEPA, Euro6000, Teleingresso

Netherlands

 Visa, MasterCard, Maestro, American Express, Discover, iDeal, Mobiamo, SEPA, SOFORT, MINT prepaid 

Denmark

Dankort, Visa Dankort, Mastercard, Maestro

Switzerland

PayPal, Mastercard, Visa, Cash on delivery, Bank transfer, prepaid and rechargeable credit cards, SOFORT

Korea

Mastercard, Visa, PayPal, KG Inicis, Bank transfer

Russia

Visa, Mastercard, Maestro, Mir, Yandex.Money, QIWI Wallet, Alfa-Click

Singapore

Visa, Mastercard credit cards, bank transfer, eWallets, cash on delivery

New Zealand

Mastercard, POLi payments,  Payment Express Account2Account, Masterpass, PayPal, cash on delivery

Gift cards and eVouchers as payment 

 

The great thing about taking gift cards and evouchers on your checkout is that it enhances an enjoyable customer experience – when done right. It also supports customer loyalty and retention as you can use these as a great marketing tool for both new and returning customers. When it comes to the payment side, however, this often translates into partial payments. Customers will often have to use multiple payment methods to complete the order as gift cards and coupons may only cover part of the value. 

Finance options

Offering the chance to purchase for people who may not have the immediate funds for larger or higher value items is really taking off for retailers. Buy now pay later payment methods are definitely getting more popular.  Klarna, for example, is a financial service provider allowing a ‘buy now, pay later’ option, used by big retail names like ASOS, Topshop, and Michael Kors. They’re hugely popular and this kind of flexible payment model is allowing retailers to sell more items and increase average order sizes.

Subscription models and continuous payment 

In recent years, we’ve seen an increase in subscription models across many different types of business. From meal kits and beauty boxes to pet supplies – there’s a subscription for pretty much any service or product you can think of. Amazon offers subscription on items that you’ll likely need to repeat the purchase on; like groceries, toiletries and health, and beauty. You can select a delivery schedule and the items are often discounted when subscribed to. 

 

If your product or service could be sold using a subscription payment method, then it’s definitely high time you incorporate this into your strategy. People love the convenience and you’ll see an increase in your ROI of customer acquisition, and less of a headache when it comes to inventory management – knowing your number of subscribers, you’ll know how much stock you need.

 

How secure do your payment options look? 

Did you know that 17% of users have exit a checkout due to security concerns according to Baymard? Of course, your site needs to be completely secure, but you also need to consider how secure it looks

Users will instantly doubt the security of your website because of how it looks on the whole – in other words, how much they trust your brand. You can have the most secure online payment processes on the back end, but if your site design doesn’t match up to this, you will see a decrease in the number of conversions you make.  Here are some ways you can do this: 

  • Display well-known security seals and badges like Thawte and Google Trusted. Bear in mind that lesser-known ones may convey the opposite to users and make your site seem less trusted. 

  • Make the card details field stand out, apart from the rest of the page content; this gives a feeling of security according to Baymard’s testing. 

  • Test out your payment page on all browsers and that no warnings like ‘untrusted connection’ will appear. 

  • Ensure your security certificates are always kept up to date.

Conclusion 

Offering more ways to pay on your website is a great way to boost sales and give a fantastic customer experience. But you need to make sure you do it right to reap the rewards, and hopefully, this short guide has gone some way to help you do so. Security, design, knowing your market, and offering a variety of payment options are key to providing the best purchasing experience.

Venditan have a partnership with Global Payments to ensure all our clients, and their customers are receiving the best payment experience possible. If you’d like a chat about how we can help you achieve more, get in touch.

Sign Up To Our Monthly Newsletter

Have our latest blog posts, company and industry news delivered direct to your inbox.

Stephanie Fenton

22nd October 2019

How You Can Save Money On Merchant Acquiring Fees

How You Can Save Money On Merchant Acquiring Fees

3 MIN READ

The British Retail Consortium report that in 2018 almost 80% of retail sales were paid for by card. As convenient as that is for the consumer, it does mean one thing for the retailer; Card payment fees! They are, unfortunately, a necessary expense when it comes to retail but what if we told you there was a way to save money on your merchant acquiring fees?

How does merchant acquiring work? 

 

The good news is that there are ways you can save money on your merchant acquiring fees, with many retailers currently paying too much for this. 

First of all, you should get clued up on how payments work. Payment processes on the surface seem pretty straightforward, but the ecosystem under the facade is a multifaceted network that works together in real-time to ensure a smooth sailing experience for customers and retailers. 

The more you know, the less likely you are to get stung by hidden or excessively priced payment fees. The charges you pay for card payments come with the territory which is why most business owners don’t consider this an area where you can save money. 

Of course, the amount you pay in fees depends on things like your sales figures – by exploring your options and switching, you might be able to save money on your acquiring fees. It’s definitely worth finding out if you can save money, or if you’re on the best rate already.

Save money on global acquiring fees 

One important factor to consider is international acquiring fees; transactions considered ‘domestic’, ie. in the same country as the customer, are typically subject to lower fees, so ensuring you’re with a partner that offers the correct local operating license is a must for cutting back on the costs of merchant acquiring fees. You can find out more about internationalisation here

How you can act now to reduce your merchant acquiring fees 

 

We can help you figure out whether you’re overpaying and if you can save money on your merchant acquiring fees. You probably are, given our vast experience with retailers – it’s a commonly overlooked, potential cost-saving area. Over the past year, we have helped our retail partners save on average 23% on their acquiring fees. We can also offer peace of mind, and we’re always upfront on whether we can offer you a substantial saving or tell you you’re already on the best rate going. 

 

 

We’ve recently paired with Global Payments, enabling us to offer our clients the best payment experience possible. Switching is easy and getting a quote is even easier. Find out if you are overpaying now by getting in touch with the Venditan team! 

Sign Up To Our Monthly Newsletter

Have our latest blog posts, company and industry news delivered direct to your inbox.

Charlotte McKee

9th October 2019

How To Create A Great Online Shopping Experience

How To Create A Great Online Shopping Experience

5 MIN READ

There’s no question that customer demands and expectations are higher than ever when it comes to buying online. We are finding that this is persuading retailers to get back to basics and focus on creating better websites and more convenient buying journeys.

So how can you create a more memorable experience for your customers and keep them coming back for more?

Personalisation & Customer Engagement

Creating a personalised experience will be key to increasing engagement and remaining competitive this year. To better meet the needs of their customers, retailers should try to replicate certain elements of the in-store experience online:

Product Imagery: Due to the remote nature of eCommerce, it’s often hard for customers to fully visualise what they’re buying. 360 degree product imagery and demonstration videos help to give customers a more comprehensive overview of a product’s features and benefits. This will either give the customer more confidence that they are buying the right product, increasing conversion rate, or confirm that it’s the wrong product, reducing product returns.

Product Recommendations: Personalised product recommendations based on search queries, page visits and previous purchase history help guide users towards the products that are most relevant to them in the same way as an in-store sales assistance might try to help a customer find what they are looking for. A previously-viewed-products area will allow users to easily navigate back once they’ve considered their choices.

Single Customer View: So that retailers are able to engage with customers in a more meaningful way, it’s crucial that customer data from all sales channels is shared across the entire business. For example, if a customer has viewed a product on your website but then gone on to purchase it in-store, they don’t want bombarding with emails and remarketing banners asking them to buy the product that they’ve already bought. Similarly, if marketing teams are made aware of the in-store purchase, email and remarketing could be used to upsell complementary products.

Chatbots: Online shoppers have previously missed out on the ability to get instant answers to their questions from sales staff. Most eCommerce sites now offer a live chat option, however this is usually only available during office hours meaning that the majority of customers are left waiting for a reply to their email. In 2019 we’ll see chatbots, with friendly brand mascots, becoming more and more commonplace. Available 24/7/365 chatbots are becoming more sophisticated and can already help assist with product information, recommendations, customer service information and helping users to checkout.

Web Design

For the past couple of years web developers have been thinking more about how page layouts and elements can impact the customer buying journey.

Cutting out the clutter to create minimal designs will not only speed up the loading of web pages but will prevent distractions and help customers to navigate your website more easily. With more white space on your eCommerce site, colours can be used to evoke emotion and increase confidence in your brand and products.

Using micro-interactions such a hover triggers and feedback animations will help to differentiate your brand and delight your customers, creating a memorable shopping experience. Today’s customers are easily frustrated and have little patience – if they’re waiting for a page to load, make it clear that the page is being loaded. If they’re filling out a form, show them progress bars and highlight any population issues before they press submit.

Mobile visits have surpassed desktop for the past few years now so don’t forget to create a thumb-friendly navigation. Think about how to make it easier for users to complete the buying journey with their thumb. Main menus, product filters and “add to basket” buttons are all increasingly being added to the “thumb zone” so that they are easier to reach on mobile devices.

 

Delivery Choice & Flexibility

Key to remaining competitive this year, you need to be providing your customers with choice and flexibility when it comes to delivery.

Better delivery options are now the second biggest factor why consumers choose one online retailer over their competitors

– KPMG

Make sure that you’re negotiating with your delivery partners on a regular basis. Free delivery thresholds and next day delivery have become the norm, with many competitive retailers now offering delivery slot choices and same-day delivery. The more orders you’re shipping, the better rates you’ll be able to get so make sure you’re reviewing courier options as you grow. A courier that might have been too expensive in the past might be the perfect fit for your business this year or next.

Offering annual delivery subscriptions can often help to offset the cost of offering free delivery. Rather than paying the delivery charge for their order, customers are encouraged to pay a larger amount with the guarantee of free delivery for a whole year. And as the customer has already paid upfront and wants to get their money’s worth, you’re more likely to be their first choice when ordering products throughout the year. It’s a win-win for both retailers and their customers. This is working particularly well for luxury retailers like Selfridges who have a big international following – their Selfridges+ global delivery charge of £40 per year seems far better value than £25 per order.

Once you’ve offered your customers choice and flexibility, you need to make sure that you’re following through on your promises. Make sure you have the right internal processes in place to make the dispatch process more efficient and make sure you’re utilising new technology like RFID which will help to quickly identify lost products in large warehouses and prevent overselling.

Alternative Payment Methods

Providing customers with as much choice as possible at the checkout can help give retailers the edge over their competitors. Digital payment methods such as PayPal, Amazon Pay and Apple Pay, give customers a quick and convenient way to checkout in just a few clicks without having to fill out lengthy forms – something particularly useful when shopping on the go.

For customers who don’t want to wait until payday to place their order with you, offering “buy now, pay later” options such as Klarna and V12 can help secure the sale and prevent them heading over to one of your competitors sites.

In 2019, 55% of all online transactions are predicted to be made using alternative payment methods. 

– Klarna

If you’re selling to international customers, make sure that you’re providing them with their favourite payment methods. Rather than paying with debit or credit cards, German customers prefer to use payment systems like GiroPay and SoFort. And if you’re selling to customers in China, where credit cards have never gained popularity, you need to be providing AliPay and WeChat as options.

Mobile payments have become so common in China that paying with cash is practically unheard-of, even with street performers and taxi drivers.

– Business Insider

For more tips on creating a great shopping experience for your customers, download our latest e-book – Four Fundamentals For Sustainable eCommerce Growth.

Sign Up To Our Monthly Newsletter

Have our latest blog posts, company and industry news delivered direct to your inbox.

Stephanie Fenton
3rd April 2019