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How to build customer loyalty within your Ecommerce from payment method choice

How to build customer loyalty within your Ecommerce from payment method choice

Updated: 26 October 2021 • Reading time: 5 minutes

The Ecommerce payment landscape nowadays has become more and more complex. What makes the customer say the final yes amongst the multiple choices available for similar products comes down to a simple and quick check-out process and the perks they receive from choosing a specific brand or payment method. The experience of buying a product has become more than just a transaction and is based on the old concept of behavior and reward. Moreover, people come back to places where they feel taken care of and appreciated (even if that simply means receiving a discount code). Although it is more difficult to do so through an Ecommerce check-out than in the traditional physical store with social interaction, there are many ways to make your customers feel welcome and appreciated and, therefore, increase retention and improve customer loyalty towards your brand.

When it comes to it the question is: would I come back to shop to my own brand if I was a customer? Would I feel cared for and feel that my needs matter? Product quality and service is of utmost importance. However, it needs to be paired with an exclusive brand experience and ease of purchase on your Ecommerce check-out.

According to a survey carried out by EcommerceDB, among the most important criteria chosen by online shoppers for buying online was:

  • Trust (meaning product recommendations)
  • customer service
  • and - what we are looking at here - a platform that is adapted to new devices

Let’s dive into all the different ways that you can build trust and customer loyalty with best-practices at your Ecommerce check-out and by providing the correct payment solutions.

Personalised check-out experience

People nowadays buy from brands that they feel are in tune with their values and ideals. That is why making sure that the service and buying journey of the customer reflect their personal choices and preferences makes it more likely that they will buy from the brand. This concept also applies to the multiple payment methods that are available at check-out and to customer preferences. The payment options at check-out should be provided in relation to the customer you are targeting and their specific needs. In fact, knowing what in marketing is called “buying persona”, aka the typical person you are targeting your product or service to, is very important in order to create an Ecommerce that responds to their specific needs.

In order to build a personalised check-out experience, you should look at least at these basic aspects of your buying persona:

  • Age
  • Gender
  • Location
  • Interest in social media

One example would be the age bracket of your customers. If you are targeting young people from the age of 23 to the age of 38 (millennials), it would be extremely beneficial for your Ecommerce to provide their preferred payment methods at check-out, like pre-paid cards and Paypal, as we saw on the article generational comparison on the use of payment methods.

Another example would be looking at how active your target is on social media. In fact, this can give you an insight on which payment methods they more likely expect to find. For example, Buy Now Pay Later apps are typically focusing their marketing campaigns on social media – Klarna most of all – and push reward programs for their subscribers. If your target audience is social media-savvy, providing a BNPL option at check-out may benefit your business.

The idea is to provide what your audience is already used to seeing and expecting at check-out in order to make their buying process easier.

Moreover, when we speak about personalised experience in terms of payments, we also refer to a more personalised checkout. Ecommerce that have the option to save card details for future purchases make it quicker to finalise transactions and more likely that the customer will come back to buy again.

Preferred payment methods for your customers

This goes beyond offering the preferred methods your target audience chooses to buy online. Providing local payment methods for the specific region you are targeting is the key for international Ecommerce to make sure that your customer can finalise their purchase on your website without payment complications. In fact, different countries vary in their most popular payment methods, as we discussed on the article about alternative payment methods.

Local payment methods

Moreover, in some countries specific payment methods may be unavailable and therefore there is need for a possible alternative. One example are the Philippines, where only 34.5% of the population has an account with a bank or financial institution and Morocco with only 28.6% of the population aged 15 and over.² Providing solutions like digital wallets becomes of extreme importance when selling to these markets.

Offer deferred payment options

Buy Now Pay Later options are now becoming more and more popular and, as previously discussed on the article Buy Now Pay Later, if your Ecommerce doesn’t provide one of these solutions at check-out you should definitely take it into consideration. In fact, people who are interested in your products or services but do not have the financial availability at the time of purchase can still buy the item and pay in installments over the coming months. This is a strong way to build trust with your audience and increase your sales in the meantime. Moreover, many BNPL providers now have loyalty programs and discounts for members who buy at specific Ecommerce websites using their solution.

International payments thanks to multiple payment providers

When processing payments in different geographical regions, some providers can be available or efficient only in specific areas and not in others. Flexibility in payment service providers is of extreme importance regarding this aspect, because it allows your Ecommerce to process payments by switching to the best service provider at the time of the purchase in that country and region. This relates to the concept of payment orchestration. In fact, by choosing a payment orchestration platform, which integrates different service providers, the smart routing AI will automatically switch to the most performing PSP at the time of the purchase and secure successful transactions around the world. By relying on one single service provider, in case of any technical issues at the time of the purchase, you might lose the sale. If you have many service providers, if one fails there are other ones that can make sure the transaction is successful.

Therefore, let’s recap all the best-practices to keep in mind when setting up or improving your Ecommerce check-out in order to boost your customer loyalty thanks to payment processing:

  • Offering payment methods preferred by target audience
  • Providing local and easily accessible payment methods
  • Giving the option to save card details for future purchases
  • Allowing Buy Now Pay Later payment options
  • Relying on a payment orchestration platform to ensure successful and quick transactions globally

As we said previously, the multiple payment options available in your Ecommerce can definitely make or break a sale. Offering a variety of payment options and, specifically, the right ones for the target audience of your business can be key to reducing your cart abandonment rates, increasing sales and building trust and creating customer loyalty with your clientele, simply by answering to their needs with the right solution at the right time.

Source
1

How important are aspects/properties of the online shop, Statista Survey.

2

We Are Social, Hootsuite, DataReportal.

TagDigital paymentsEcommerce

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