Different payment methods have gained popularity in different parts of the world. For example, buy now, pay later is widely used in Australia and the Nordics, while account-to-account payments lead the way in the Netherlands and Brazil.
As commerce becomes increasingly globalized, merchants everywhere must adapt to these local payment preferences—or risk losing customers.
In a PaymentsJournal Podcast, Tulio Gambogi, Head of Alternative Payment Methods at Worldpay, David Sykes, Chief Commercial Officer at Klarna, and Don Apgar, Director of the Merchant Practice at Javelin Strategy & Research, discussed the challenge of keeping pace with the wide range of alternative payment methods (APMs). While this may seem overwhelming for individual merchants, payment experts are ready to help businesses stay aligned with the methods their customers rely on.
Connecting with Local APMs
Despite the fact that payment rails connect businesses and consumers around the world, payment experiences remain local. How consumers in Brazil pay is very different from how consumers in China do. E-commerce merchants, in particular, need to understand and adapt to local payment preferences in each market.
While supporting APMs might seem like a costly undertaking, the opposite is often true. Local payment methods are frequently more cost-effective than relying solely on traditional payment rails.
“From my perspective, we’re usually a price leader because we’ve got 111 million active consumers,” said Sykes. “Many of them are linked to a bank account or a debit card. In a lot of these markets, we can be more cost-effective than Visa and Mastercard.”
Even a small increase in total sales can offset what might look like a meaningful increase in costs. Weighing those costs against the potential boost in conversion is a critical exercise for any retailer. Failing to do so risks leaving money on the table.
Using a Trusted Partner
Once a company commits to adapting its payment methods to each local market, the process can quickly become daunting. For instance, it can be difficult for a head of payments at a large global business in San Francisco to determine the right mix for customers in Italy or Taiwan.
“We work with the biggest retailers in the world, who have huge, sophisticated payments teams,” said Sykes. “I’m always surprised by how much they struggle with the complexity, because of the number of markets, and because the space is evolving so quickly.”
Apgar added: “There’s so much buzz today about orchestration, optimization, minimizing cost, and maximizing effectiveness. A lot of merchants are tempted to want a direct connection to all these payment schemes around the world. But there’s a learning curve, and time to market, and resources to be invested. There are a lot of mistakes to be made before getting to that optimized point. And a lot of times the fastest path is to engage with an expert partner like Worldpay.”
Payment partners like Worldpay help by giving merchants access to a growing portfolio of APMs through a single integration. This not only reduces complexity, but also lowers costs and eases the technical burden of connecting and maintaining multiple APMs.
BNPL Is a Worldwide Phenomenon
One example of a payment method with varying considerations across markets is BNPL.
“I never saw buy now, pay later as a trend but as a trusted financial tool,” Gambogi said. “In Brazil, any credit card would come with installments by default. I thought that was the standard. When I started working in this industry 14 years ago, to my shock, I figured out that in other countries there’s no such thing.”
When the phenomenon began gaining traction globally, Gambogi recognized it as a way to reach consumers who might not have made a purchase otherwise. But BNPL isn’t just a flexible payments offering to consumers—it has also proven to be a major advantage for merchants.
“When you select a product on an e-commerce site and put it in a cart, you’ve already decided how you’re going to pay for it,” Apgar said. “What BNPL has done for the most innovative merchants is that by displaying that payment option on the product page, they get customers who are window shopping to see a product that is maybe is a little bit aspirational for them. They see they can make four easy payments with no interest, and suddenly they can afford it.”
For merchants, not offering BNPL can mean a dramatic difference in conversion rates, average spend, and user experience. And the benefits of adopting it can be surprising. When Klarna introduced BNPL—traditionally seen as a tool for younger and less affluent shoppers—to retailer Macy’s, one of the biggest revelations was that around 40% of customers using Klarna were completely new to Macy’s. Even more unexpected, BNPL expanded Macy’s customer base in ways it hadn’t anticipated.
“This was a great story, with new customers and a younger audience for them,” Sykes said. “What blew me away was that half of those customers at that point choosing Klarna were over the age of 40.”
Avoiding Trouble at the Last Mile
Consumers turn to APMs for a wide range of reasons. However, the complexity of these systems makes them more difficult for most retailers to fully understand—let alone implement and use on a regular basis. Even within a single country, multiple APMs may be widely used. Partnering with a trusted provider can help retailers identify which options matter most and prioritize accordingly.
“Don’t bite off more than you can chew,” said Gambogi. “You don’t need a checkout with 100 different options. You need to focus on the three or four most relevant payment methods for that particular market.
“With those steps in mind, you will be able to offer your shoppers the best user experience at the last step of their interaction,” he said. “You do not want to face trouble exactly at the last mile.”
