JCB, with the support of Worldline, a global leader in payment services, has launched a new whitepaper aimed at empowering European merchants to explore the opportunities and tackle challenges surrounding frictionless payments. Merchants will be able to benefit from improved customer loyalty and, ultimately, revenue by applying some of the practical steps listed, within this guide. This, in turn, will positively impact international consumers, as their payment experience will be simpler and more streamlined, giving them more confidence to shop with international brands. 

The volume of non-cash transactions market is expected to continue its upward trajectory, with digital and mobile wallets, credit cards, debit cards, and bank transfers being the most frequently used payment methods both at point of sale and in e-commerce settings already. In addition, Millennials and Gen Z will constitute 72% of the global workforce by 2029. As they have grown up in an era where nearly everything is instantly accessible, they anticipate seamless experiences and European merchants must be prepared to meet their expectations. Businesses that implement effective frictionless payment experiences can, amongst other things, benefit from reduced shopping cart abandonment.  

By combining industry research, data, and proprietary insights, JCB and Worldline shared their views of how merchants can effectively create a frictionless payment journey for their customers, reflecting on the growing demand for frictionless payments among Asian consumers. As a result, this guide aims to provide actionable steps for European merchants who want to keep up with the expectations of a society that values speed and convenience, and who want greater access to new technologies and secure transaction processes. 

In addition, JCB emphasises the importance of merchants understanding their customer base to facilitate greater payment experiences especially in the travel industry. Tourism is a significant source of income for merchants, and the expectations for frictionless payments are high. This is especially crucial for Asian travellers, as language barriers and unfamiliar payment systems can pose potential obstacles. Offering mobile or contactless payments, supported by a transparent and secure process, can eliminate these barriers and provide the hassle-free experience that tourists seek. 

By publishing this guide, JCB aims to showcase that the adoption of new technologies and practices can reduce the steps needed in the transaction journey, while maintaining a secure process for both customers and merchants. Merchants who embrace these solutions and stay attuned to their customers' needs can thrive in today's fast-paced digital economy, while international travellers are able to experience a truly frictionless payment journey.

Ray Shinzawa, Managing Director, JCB International (Europe) Ltd., commented: "At JCB, we are committed to providing our cardmembers with the best possible payments experience and we are keen to share our knowledge. We hope that this guide will equip merchants with the information and insights needed to understand both the 'why' behind frictionless payments' role in commerce today, and the 'how' when it comes to implementing an approach that yields results, grows your business, and meets the expectations of your customers.”

Miranda Rodigas, Head of Scheme Management, Worldline Merchant Services, said: “Worldline is committed to enhancing the payment experience for merchants and consumers alike. Our partnership with JCB in contributing to this new whitepaper signifies our dedication to ensuring European merchants have the resources and expertise needed to facilitate seamless payments for international consumers. By sharing our industry-leading insights and practical steps for merchants, we aim to empower businesses to capitalize on the trend towards frictionless payments, ultimately boosting sales and customer satisfaction.”