Trends Report

Understanding Online Payment Preferences In Europe

Alternative Payment Systems Provide Opportunities For European Merchants

August 29th, 2011
Benjamin Ensor, null
Benjamin Ensor
SP
Sabine Poltermann
With contributors:
Patti Freeman Evans , Peter Sheldon , Myriam Da Costa

Summary

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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