UK shoppers adopt Apple Pay on marketplaces faster than Americans

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According to new research from payments firm Stripe, Apple Pay is gaining in popularity on marketplaces with UK shoppers as customers grow impatient with long checkout flows and seek fast and familiar ways to buy and pay confidently.

Apparently over a quarter (27%) of Brits prefer Apple Pay as their checkout option when making a transaction on a marketplace. This is way ahead of the rate of Apple Pay adoption in the US where only 14% of people surveyed nominated Apple Pay as their preferred method of payment. Frictionless mobile experiences are a key ingredient for success in marketplace business models: nearly half (47%) of Brits said they would abandon a website if it takes too long to enter their payment information at checkout.

The findings of this study aren’t entirely surprising, Britons do often adopt emerging marketplace options with greater alacrity than people in the United States. Brits retain the crown for spending by head of population greater than any other nation in the world. So it serves as a useful reminder to merchants because it reinforces the long held received wisdom that on marketplaces, and indeed a merchant’s own independent webstore, that offering a variety of payment methods is the best approach.

It’s also good news for both eBay and Amazon. With eBay’s move to the Adyen platform (that is already being tested in the United States) to ‘intermediate’ payments, one of the newest options that is already available in the trial is Apple Pay. It seems like eBay’s aim of opening up payments beyond PayPal makes huge sense.

But it’s also good news for Amazon Pay because it’s familiar to shoppers and can be plugged in to ecommerce websites daily offering a familiar payment option to inspire confidence to pay in a similar manner.

(This study was conducted online by Nielsen for Stripe among 1,000+ adults, 18 and older, in the United States; and among 500+ adults, 18 and older, in Australia, France, Germany, Hong Kong, Japan, Netherlands, Singapore, and the UK.)

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