E-commerce checkout friction and consumer behavior

A survey by Appinio for Brite Payments highlights significant friction points in the online checkout process. Approximately 21 percent of consumers abandoned orders due to registration or app download requirements, while 24 percent cited excessive steps and clicks as a deterrent. Additionally, 30 percent of respondents switched payment methods mid-process following an initial failure. Younger consumers aged 18–24 reported higher levels of frustration, with 40 percent switching methods and 34 percent citing slow or complicated processes.

Consumer behavior is also influenced by security and return policies. Roughly 34 percent of respondents avoided purchases due to doubts regarding seamless refunds, and a majority expressed a preference for European payment providers, with 53 percent stating they feel more secure when data is processed within Germany or Europe.

In the retail sector, the rise of omnichannel strategies is necessitating better technical integration between online orders and physical spaces. While technologies like Tap to Pay and NFC are being used to bring checkout directly to customers, successful implementation depends on the seamless integration of payment apps and inventory management software.