2025年电子商务支付体验报告

THE IMPACT OF PAYMENTS ON CUSTOMER EXPERIENCE Introduction In a rapidly evolving and highly competitive ecommerce landscape,understanding how customers pay, what they value, and what builds theirtrust has never been more critical. With an expansive range of payment types and retailer and marketplaceoptions, the choices consumers make reveal key online shopping trendsthat retailers can harness to drive future growth. The mainstream emergence of Flexible Payment Options, such as Zip,and Buy Now Pay Later (BNPL providers like AfterPay and PayPal Pay in 4),along with trust and security factors are influencing consumers’ purchasedecisions. This report provides essential insights into how these and manyother payment-related considerations can help retailers reduce cartabandonment, enhance customer loyalty, and build lasting relationships. Methodology: We surveyed 1,031 Australian consumers from across the nationto understand how they pay and what influences their purchasedecisions when shopping online. Power Retail and Payments Consulting Network (PCN) have independently developedthis report for general information purposes only. The views expressed throughout are theperspectives of Power Retail and PCN based on the data at hand. Report sponsors Zip andStripe have kindly provided their commentary where indicated. In today’s competitive ecommerce landscape, consumers have a wide range of retailersand marketplaces to choose from. So, it is crucial for retailers to understand consumerpurchasing behaviour and decision-making criteria. There are a myriad of factorsinfluencing checkout conversion rates for ecommerce purchases including: lAvailability of preferred payment methods and Flexible Payment Options.lSimple and seamless checkout processes.lTrust in the brand and payment security.lLow shipping costs and fast delivery timeframes.lTransparent and detailed information on return policies,product details, delivery times, and costs. Mangala MartinusManaging DirectorPayments ConsultingNetwork By prioritising improvements in the factors most important to consumers, retailers canachieve significant sales uplift by combining incremental gains across several areas.This report seeks to provide retailers with actionable insights to increase sales andcustomer loyalty by improving the ecommerce payments experience. CONSUMERS’PAYMENTHABITS ANDPREFERENCES Key Takeaways Debit/Credit Cards dominate as themost used payment type by nearlyfour in five consumers, with PayPalused by around half. The saturateduse of these methods for onlinepurchases suggests customers knowand trust these payment methods.However, the wide dispersion of howconsumers pay for their orders alsoindicates they are no longer reliant ona handful of options. Payment preferences largely mirrorusage patterns—though interestingly,the gap between Gift Card/Voucherusage and preference hints atconsumers redeeming them out ofnecessity rather than favour. Theremay be further opportunities forretailers offering Gift Card/Voucherpayments to explore how theypromote and encourage their use. Online consumers have a highawareness of traditional andemerging payment types, withDebit/Credit Cards the clear leaderin recognition, use, and preference.There is strong familiarity withFlexible Payment Options from Zip,who offer a range of flexible linesof credit and instalment methodsthrough their Zip Pay, Zip Plus and ZipMoney products—and BNPL paymentproviders, including AfterPay andPayPal Pay in 4. This awarenessreflects these payment methods’rapid adoption and relevance inecommerce. In contrast, newerpayment types, including Shop Payand PayTo, are known to a smallernumber of customers. To support their customers’ diversepayment habits and preferences,retailers should offer a wide rangeof payment options and prioritisethe most used methods. Seamlessintegration of Flexible PaymentOptions and digital wallets, suchas Apple Pay and Google Pay,may further appeal to tech-savvy customers, while proactivecommunication about the safetyand convenience of lesser-knownmethods may help drive adoption. Flexible Payment Options arenow on par with BPay, Gift Cards/Vouchers, and Bank Transfers,indicating a significant preferencefor more adaptable lines of creditand instalment-based payments.The use of Apple Pay by one in fiveconsumers, compared to the one inten using Google Pay, suggests thestrong influence of device usageand technology ecosystems on howconsumers pay online. Which of the following paymentmethods have you heard about? Consumers Have aHigh Awareness ofPayment Types Most consumers are aware of a wide range of paymentoptions. Almost all have heard of Debit/Credit Cards,with 92% saying they know of PayPal and 88% for BankTransfers. Even though Flexible Payment Options only entered themarket around a decade ago, they are now the fourth-most recognised payment method, at 86%. The three least recognised payment types are Shop Pay,at 18%, and PayTo. Given Shop Pay and