Frictionless checkout is no longer a feature request, it is a baseline expectation
Consumer patience with clunky checkout flows is running out. The data is clear: younger shoppers, particularly Gen Z and millennials, are leading adoption of digital wallets, BNPL, and other alternative payment methods precisely because these tools reduce the effort required to complete a purchase. When a shopper can tap Apple Pay or split a payment in two clicks, a five-field guest checkout form feels like an obstacle course.
The US-centric framing of the report understates how much this matters in the Netherlands and Belgium. The Netherlands already has one of Europe’s most opinionated payment landscapes, where iDEAL dominates but wallet adoption is accelerating. Belgium shows similar momentum with Bancontact mobile. Merchants who treat these methods as niche add-ons rather than primary flows are leaving conversion on the table. The expectation that a preferred payment method will be available, immediately visible, and completable in minimal steps is now universal across demographics.
The report also raises a structural point worth taking seriously: merchants relying heavily on large centralised marketplaces gain reach but sacrifice control over the checkout experience and their ability to optimise it. Owning the checkout, whether through a headless storefront or a dedicated checkout provider, means being able to test, iterate, and personalise. That control becomes a competitive asset as average order values and customer acquisition costs both rise.
The practical implication for merchants is straightforward. Audit your checkout flow today against two questions: does every high-intent shopper segment see their preferred payment method without scrolling, and how many taps or clicks does it take to complete a mobile purchase from product page to confirmation? If the answers are unsatisfying, the conversion gap is measurable and closable. Prioritise mobile wallet presentation, reduce mandatory form fields, and treat stored credentials as a retention mechanism, not just a convenience feature.
Source: coresight.com
