Shoppers in the UK have a lower tolerance for poor online checkout experiences than others in Europe, new research from leading financial technology provider payabl. finds.

The findings, based on the views of consumers in the UK, Germany and the Netherlands, show that 43% of all shoppers across these markets would not return to a retailer if they had a poor online checkout experience. 

When asked about the reasons for having previously abandoned their online shopping basket, nearly half (44%) UK shoppers cited a cumbersome checkout process. This low tolerance for a poor process is significantly higher than in Germany (29%) and higher than the Netherlands (36%). 

The results underline the importance for UK shoppers of speed and convenience when shopping online, while also providing insights into areas which consumers are prepared to change their behaviour or compromise on in order to get the experience they desire.

This includes a quarter (25%) of UK shoppers stating they are happy to let any online retailer store their payment details if it in turn makes the checkout process easier. This is far higher than those in Germany (15%) and the Netherlands (16%) where fewer are prepared to let any retailer store their details. 

Another area where the UK diverges from Germany and the Netherlands is on security at the checkout. Overall, 71% of European consumers say fraud protection is non-negotiable and want it in place to safeguard their online purchase. In contrast, a third (32%) of UK shoppers are prepared to have some online fraud protections removed in order to get a faster checkout process, while a quarter (25%) would be happy to remove fraud protection checks entirely to get the fastest checkout experience. This is in stark contrast to German (12%) and Dutch (17%) shoppers who are far less prepared to compromise on the security of their payments. 

Despite this willingness among many UK shoppers to reduce security and save payment details with any retailer, merchants and e-commerce platforms still have a duty to protect their customers from risk. 

In 2023, the UK experienced over £1.17 billion in fraud losses, with a significant portion stemming from e-commerce, where criminals stole over £360.5 million through remote purchases, a type of fraud that relies on criminals acquiring card details through data theft such as breaches, phishing emails and scam text messages.

This highlights the ongoing challenge for merchants and e-commerce platforms in the UK in balancing the demands of shoppers for fast, convenient checkout experiences without compromising on the systems that will keep payment details safe and ensure robust checks before payments are authorised. 

Ugne Buraciene, Group CEO at payabl., said: "UK consumers are driving demand for fast, efficient payments and have the lowest tolerance for friction, abandoning purchases more readily than shoppers in other parts of Europe.   

"This demand for frictionless checkouts is influencing the views of shoppers when it comes to storing their payment details online and their willingness to forgo security checks. The UK has taken action in recent years to increase protections against fraud losses, with consumers now the most likely across major markets to be reimbursed.** These protections may be influencing consumer attitudes and making fraud feel like less of a risk than in other countries.”

“Merchants have the difficult challenge of balancing speed and convenience with robust security that will keep consumers safe. It’s imperative that they work with trusted payment providers to prevent fraud without adding unnecessary friction, helping ensure these shoppers become repeat customers.”

Gary Munro, CTO / Technical Director at Consult Hyperion, said: “The UK consumer has taken to eCommerce like a fish to water, and while it’s good news for merchants in many respects, when the checkout experience is poor, UK consumers are less likely to return.

“Speed and convenience trump all else for many, with security expected without introducing any friction. Providing robust security and fraud protections remain table stakes for serving UK consumers well, with regulators focused firmly on the role of industry players in keeping shoppers safe.

“A merchant must either deal with these competing priorities themselves, or realistically, partner with a payment provider who knows the different market needs and can help them optimise their payments experience.”

The findings form part of payabl.’s upcoming whitepaper, The state of European checkouts: consumer expectations, payment preferences, and security insights. The paper will look in detail at the online checkout experience in Europe, from online shopping habits and payment preference to the experiences of shoppers and the role of security in payments. 

payabl. offers a range of products and services to support businesses, including merchants and e-commerce, to provide a smooth, low-friction and secure payment process – combining the latest innovations in areas such as one-click payments with cutting-edge risk management and anti-fraud technology.