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For eBusiness & Channel Strategy Professionals

Understanding Online Payment Preferences In Europe

Alternative Payment Systems Provide Opportunities For European Merchants

August 29, 2011


  • By Benjamin Ensor,
  • Sabine Poltermann
  • with Patti Freeman Evans,
  • Peter Sheldon,
  • Myriam Da Costa

Why Read This Report

The European online payment landscape is highly fragmented, with different payment methods achieving varied adoption levels across European countries. One in two European online buyers does not own a credit card and therefore cannot pay with Europe's most commonly offered online payment method. Therefore, alternative online payment methods like PayPal or online banking transfer systems are commonly used in some markets, but not all. eBusiness and channel strategy professionals who want to increase online sales need to understand this complex landscape and choose which alternative payment systems can help them to drive conversion.

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Table of Contents

  • Strong National Preferences Persist For Online Payments
  • Alternative Payment Methods Have Mainly Struggled, Except For PayPal
  • Merchant eBusiness Executives Should Consider Alternative Payments

  • Maximize Opportunities By Implementing Alternative Payments
  • Supplemental Material
  • Related Research Documents