Data Snapshot

Nearly One-Quarter Of US Online Adults Have Abandoned An Online Journey Due To Payment Friction

November 17th, 2022
Lily Varon, Principal Analyst
Lily Varon Principal Analyst
Brian Mukasa, Data Researcher
Brian Mukasa Data Researcher
With contributors:
Fiona Swerdlow , Connor Weathers

Companies must provide payment options that meet their customers’ needs and expectations. Per Forrester’s April 2022 Consumer Energy Index And Retail Pulse Survey, 23% of US online adults reported that they have abandoned a shopping experience online in the last 12 months because they couldn’t use a digital payment method. Male adults (29%) were more likely to have abandoned shopping journeys for this reason than female adults (18%). Merchants must analyze the payment options they offer and whether those map to how their customers want to pay — or risk causing disappointing customer experiences or outright checkout abandonment.

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