How the Europeans Prefer to Pay for eCommerce Spending

Online brands and retailers across the European continent would be better placed to take a broad range of payment methods if they are going to accommodate as many consumers as possible.

That’s because across the continent, 25.5% of ecommerce is cross-border ecommerce, and within each country it has its own preferred method of payment.

With a continent packed with payment methods, perhaps the best move would be to carry out research into each market that you operate in, take into account the preferred methods of each, and then implement these preferences into your ecommerce strategy.

And with fresh research into these payment preferences thanks to Payvision, we can help you out a little by listing these preferences, breaking them indo into the country level.

Overall, ewallets were Europe’s preferred method of payment when shopping online, with 44% of consumers preferring their digital wallet.

In second place was payments by card, with 42% of consumers using their plastic.

In third place was the once-very-popular-but-now-just-popular Paypal, continuing its relevance with 32% of consumers.

Here is an overall summary of payment preferences in Europe:

1. (44%) Digital wallets
2. (42%) Card
3. (32%) PayPal
4. (11%) Local payment method
5. (11%) Cash on delivery
6. (3%) Apple/Google/Samsung Pay

And now a breakdown into each country.

The United Kingdom

1. (50%) Visa and Mastercard
2. (44%) Digital wallets
3. (27%) Local bank card
4. (19%) Direct debit
5. (8%) Bank transfer

Online shoppers in the UK have on average 2-3 credit cards and debit cards per person, with Visa and Mastercard the firm favorites, helping to explain their position in the number 1 spot here.

Germany

1. (53%) Digital wallets
2. (42%) Invoice
3. (29%) Bank transfer
4. (21%) Direct debit
5. (19) Local bank card
6. (17%) Vouchers & gift cards

France

1. (46%) Digital wallets
2. (44%) Visa and Mastercard
3. (38%) Local bank card
4. (8%) Bank transfer
5. (7%) Virtual cards 

Among the online shoppers in France, around one-quarter prefer to shop in an ecommerce store that provides alternative payment options.

Spain

1. (50%) PayPal
2. (44%) Debit card
3. (27%) Credit card
4. (19%) Cash on delivery
5. (8%) Virtual cards

For online shoppers in Spain, the most important feature of any online payment method is its sense of security. And for half of all shoppers, this means paying online with PayPal. So for ecommerce shops looking at the Spain market, ensure that you emphasise the security of your payment methods on the checkout page.

Italy

1. (53%) Digital wallets
2. (41%) Visa and Mastercard
3. (40%) Prepaid cards
4. (15%) Cash on delivery
5. (10%) Gift cards

The Netherlands

1. (83%) iDEAL
2. (28%) Digital wallets
3. (16%) Visa and Mastercard
4. (14%) Virtual cards
5. (13%) Bank transfer

With tight control over payment methods in the country, iDEAL is the system that is covered by all banks in the Netherlands. So if you’re thinking about breaking the Dutch market, having iDEAL is a prerequisite.

Belgium

1. (53%) Bancontact
2. (44%) Visa and Mastercard
3. (28%) Digital wallets
4. (25%) Maestro
5. (21%) Mobile banking app

Another country where the number one payment choice is a homegrown option – yet with less market dominance than iDEAl in the Netherlands. Yet, again, if Belgium is your next market to grow into, providing Belgium shoppers with Bancontact is a bit more than just a strong suggestion.

Hopefully these lists can shine a few rays of light into the general European online market as well as some of the individual country’s preferences when it comes to payment methods.

PS: ArganoStudios is one of the world’s leading digital products & experiences specialists. Contact us to see how we can work together.