Summary
Companies must provide payment options that meet their customers’ needs and expectations. Per Forrester’s April 2022 Consumer Energy Index And Retail Pulse Survey, 23% of US online adults reported that they have abandoned a shopping experience online in the last 12 months because they couldn’t use a digital payment method. Male adults (29%) were more likely to have abandoned shopping journeys for this reason than female adults (18%). Merchants must analyze the payment options they offer and whether those map to how their customers want to pay — or risk causing disappointing customer experiences or outright checkout abandonment.
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