[Étude] One in two shoppers abandons an order if payment takes too long – Barometer & Study > Retail

Payment is decisive in the online purchase process. Recent Stripe research reveals the most common mistakes consumers make. “An error-prone checkout process is like driving with the handbrake on: it’s avoidable and slows down your businesscomments John Collison, co-founder and president of Stripe. Fixing payment errors is easy and generates more revenue instantly.”

Payment complexity is holding consumers back

Online shoppers want a quick and easy checkout process. The study notes that 51% of French shoppers abandon a purchase if the checkout process takes longer than three minutes. sOnly 52% of e-commerce sites allow French customers to save their payment method in one click for their future payments.

The survey reveals that the vast majority (85%) of e-commerce sites in France make mistakes that complicate the payment process. Almost a quarter of French websites (23%) allow, for example, an attempt to pay with an expired card. 74% of sites do not display security logos on their checkout page and 82% do not track customers who have abandoned their basket.

82% of shoppers surveyed add a product to their cart as a result of a cross-sell or up-sell strategy

The majority (86%) of e-commerce sites do not upsell, while nearly half (41%) do not cross-sell. As a reminder, the vast majority of consumers surveyed (82%) say they are likely to add a product to their basket following a cross-sell or up-sell strategy.

The multiplicity of payment methods decisive for the purchase

While most sites offer multiple payment options, these are often the wrong ones. For 97% of French consumers, it is important that an online site offers the most common payment methods, while 82% often abandon their shopping cart if their preferred payment method is not available. In France, 20% of e-commerce sites do not allow customers to pay with a bank card, the most popular payment method in the country.

20% of e-commerce sites in France do not offer credit card payment

In addition to card payments, the French prefer bank transfer (16%), direct debit (11%) and finally Apple Pay (8%). PayPal is offered by 83% of merchant sites. The configuration “buy now, pay later” is also increasingly popular: 51% of French people say they are more likely to complete a purchase if a BPNL offer is available, while 90% of French e-commerce sites do not offer it again.

Online shopping via smartphone

48% of French consumers prefer a cell phone to a computer to locate and buy products online. Gold, 6% of websites are still not suitable for a mobile interface. 17% of French websites have at least one mobile optimization error, such as not supporting Apple Pay and Google Pay in 97% of cases, but also not being able to display a numeric keypad to enter mobile payment card information in 13 % of locations. Nearly three-quarters of French consumers (72%) say they use social media to shop online.. Facebook, YouTube and Instagram are also the most used platforms for shopping with more than 43% of customers using them.

Omnichannel strategies and subscriptions

In France, 72% of e-commerce sites say they have adopted an omnichannel strategy, offering customers the option to book a product online and pay in store (click and collect), or pay online and collect the product in store (pay and collect). This is the highest participation among the European countries analyzed. Online subscriptions are opportunities for companies to retain their customers and thus ensure regular income.

80% of consumers are dissuaded from subscribing to an online subscription

In fact, 76% of French people say they subscribe to (and therefore pay for) an online service, including 60% of them to consume media or entertainment online. Errors in the payment process are still present: 21% of subscription sites analyzed in the Stripe study have three major errors in their transactional process. 4 out of 5 French customers (80%) encountered a negative event that prevented them from purchasing a subscription service. 23% of respondents are blocked from subscribing when they cannot manage their subscription online on their own (eg when they need to speak to an agent to cancel/change their subscription). More than a quarter of respondents (28%) regret not being informed when the subscription service price changes. Also, only 43% of subscription sites offer a free trial and 20% don’t offer any long-term commitments, so many opportunities to attract new customers. Finally, 31% of member sites require manually entering the address, which can create additional constraints and prolong the payment period.

Methodology:

Stripe partnered with Edgar, Dunn & Company to analyze the top 100 French e-commerce sites, based on online sales data provided by Statista. When the number of sites was not enough, the initial sample was extended to include the sites with the highest online traffic according to Similarweb. For each site, a set of errors was evaluated by placing a product in the shopping cart to simulate an online purchase. In some cases, a VPN was used to complete the payment process as a foreign customer. Stripe analyzed payment tunnels based on 26 criteria related to payment form design, mobile optimization, location, and the level of security and shopper trust.

The analysis was also performed on the top 217 global B2C subscription service sites, based on traffic data provided by Crunchbase. 100 consumers based in France were surveyed to learn more about shopping trends and behaviors, payment preferences and other factors that affect the payment experience.

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