Data Snapshot

Over One-Quarter Of UK Online Adults Have Abandoned An Online Journey Due To Payment Friction

November 17th, 2022
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, 28% of UK 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. Twenty-nine percent of online male adults in the UK said they have abandoned shopping journeys for this reason, and 26% of female adults said the same. 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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