Consumers across Europe are increasingly willing to switch to alternative online payment methods in exchange for faster, more convenient and secure checkout experiences, according to new research published by payabl., a leading European financial technology company.

The study, released on Wednesday and titled The State of European Checkouts, found that 53 per cent of European shoppers are prepared to adopt new forms of online payments, particularly when incentivised with a faster checkout process, discounts or rewards.

Nearly one-third, or 30 per cent, are motivated specifically by speed, while 48 per cent are open to using one-click purchasing options.

However, concerns around trust and security continue to pose barriers to wider adoption, with a quarter of respondents – 23 per cent – saying they are unwilling to use one-click options at all unless backed by reputable brands such as Visa, Mastercard or well-known retailers.

The report also underlined how significantly poor checkout experiences can harm businesses, with 43 per cent of consumers stating they would not return to a retailer following a negative checkout encounter.

Speed, simplicity and security were cited as essential elements for business growth and customer retention.

“Online shopping has become second nature for consumers, but how they choose to pay is far more intentional than many businesses realise,” said Ugne Buraciene, Group CEO of payabl. “Our research shows people are open to new ways to pay, but only if it makes their lives easier and feels secure.”

“This presents a challenge for retailers, but also a real opportunity,” Buraciene explained. “The checkout isn’t just a final step – it’s a critical moment to build trust, encourage repeat purchases, and differentiate from competitors.”

“Businesses that can offer both speed and safety, with payment options that reflect local preferences, will be the ones that win customer loyalty and drive growth,” she added.

The report found that e-commerce is now a regular activity for many Europeans, with 48 per cent shopping online weekly and spending an average of €62 per transaction.

PayPal remains the most popular payment method across Europe, ranking among the top three for 50 per cent of respondents.

Debit cards follow with 39 per cent, and credit cards with 33 per cent.

However, regional preferences differ substantially. In the United Kingdom, debit cards are the dominant method, used by 63 per cent of respondents, while in Germany, PayPal leads with 71 per cent.

In the Netherlands, the local solution iDeal is the most favoured method, cited by 39 per cent of Dutch consumers.

Mobile wallet usage also varies significantly, with the United Kingdom and the Netherlands being twice as likely to prefer them compared to Germany, at 19 per cent versus 9 per cent.

Consumers said that the main reasons for selecting a particular payment method are speed (46 per cent), convenience (44 per cent) and security (41 per cent).

By contrast, only 21 per cent cited habit, and 29 per cent pointed to widespread acceptance.

This suggests that European shoppers are making active, intentional choices about how they pay, rather than simply defaulting to familiar methods.

The context of the purchase also influences consumer behaviour. Sixty-two per cent of respondents said that the value of a purchase determines which payment method they choose.

Credit cards are often preferred for higher-value items, with 44 per cent opting for them in such cases, primarily because of the added purchase protection, cited by 58 per cent.

The findings present a dual challenge and opportunity for retailers. They can offer the right mix of localised payment methods or risk losing customers, but they also recognise the potential to promote newer methods through incentives.

Over half of respondents – 53 per cent – said they would consider trying new options if motivated by cashback, discounts or loyalty points.

What is more, despite a growing interest in faster checkouts, security remains paramount.

Seventy-one per cent of consumers reported that they are willing to sacrifice speed for stronger fraud protection.

There is still confusion, however, about where responsibility for fraud protection lies.

Forty-four per cent believe it rests with retailers, banks or payment processors, 24 per cent think it is up to the consumer, and 32 per cent admitted they are unsure.

“The research clearly shows that one size doesn’t fit all – regional preferences matter and personalisation can make a real difference,” said David Birch, Global Ambassador for Consult Hyperion.

“Offering a wide range of payment options”, he continued, “from digital wallets to local methods, and backing them with robust fraud protection and clear communication, can make all the difference in turning shoppers into repeat customers.”

Birch also said that “to capitalise on the growth of online shopping, retailers must prioritise a seamless and secure checkout experience, with unclear fees, account creation, or poor design likely leading to cart abandonment”.

“The checkout must be seen as more than a point of transaction and instead seen as a way to foster trust and loyalty, boosting conversion rates in the process,” he concluded.