
The Transforming Dynamic of Payments in Europe
Customers are more connected and digitally integrated than ever before, which raises expectations: people now expect fast, simple, and secure payment solutions that are available on-demand and via the device of one's choosing
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CIO Applications Europe | Wednesday, June 30, 2021

Customers are more connected and digitally integrated than ever before, which raises expectations: people now expect fast, simple, and secure payment solutions that are available on-demand and via the device of one's choosing.
Fremont, CA: What methods do consumers use to pay for their purchases? Card, cash, phone call, PayPal? Most likely, it is now a combination of these. The European payments market is undergoing significant transformation. The continued expansion of the ecommerce sector, technological innovation, and a shifting regulatory environment are combining to radically alter how people pay for goods and services.
Customers are more connected and digitally integrated than ever before, which raises expectations: people now expect fast, simple, and secure payment solutions that are available on-demand and via the device of one's choosing. As a result, internet merchants must broaden the payment methods they accept.
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Online Shopping is Boosting Innovation
J.P. Morgan's Country Insights – The Changing Dynamics of Payments in Europe, a recently released report on payment patterns, examines the changes in this fast-growing business. One major result was that rapid ecommerce growth is driving and shaping the European payments industry. Although retail markets in Europe are relatively static, the ecommerce channel is in good condition and is growing at a rapid pace.
With the exception of Finland and Switzerland, all of the markets evaluated in our analysis are expected to have double-digit compound annual growth rates (CAGR) in ecommerce in the coming years.
Italy (16 percent CAGR) and the Netherlands (16 percent CAGR) are at the forefront, albeit for quite different reasons: Italy's ecommerce market has long been underdeveloped for its size, owing to the country having one of the lowest internet penetration rates in Europe. However, despite this poor starting point, Italy's internet economy is swiftly catching up, fueled by a generation of young, tech-savvy clients.
Payment Innovation is Everywhere
Customers are lured to the online channel in growing numbers as it becomes faster and safer to pay online, and they feel comfortable exploring new ways of payment. While e-wallets, bank transfers, direct debits, and other alternative payment mechanisms (APMs) show enormous promise, cards remain the leading means of payment in the European ecommerce sector for the time being.
For example, in the United Kingdom, 54 percent of online transactions are made with a credit card, whereas in France, 45 percent are made with a debit card. Cards have the advantage of already being a trusted and well-established mechanism. In fact, cards are the most popular online payment option in seven of the eleven nations we studied.
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