How to establish trust: offering relevant local payment methods


Global, out of the box

The advantage of an online presence is that your business is global, almost out of the box.

The other side of the coin is that we as customers only shop online if we perceive it safe to shop.

Offering the right methods of payment send the signal when it’s safe, but what are the right payment methods? PensoPay can give your PrestaShop a head start, click here:

The European online consumer behaviour – with a payment perspective

As Europeans, we are not deterred to shop online even if the web shop is not domestic, but there needs to be established some degree of trust before we put anything in the virtual basket.


Trust is created in countless ways, but inevitably first impressions weigh heavy in. A study shows that one-fifth of the Danish consumers never thought about the nationality of the store.


One in four of the consumers chose a foreign web shop because the desired product was not available domestically and another one in four consumers chose a store with a product selection that best matched their needs, whereas a fifth made their choice on basis of getting their product cheaper.


The fact that more than 50 % of all online purchases in Germany happens on non-German businesses emphasizes that if the European customer actually perceives the web shop trustworthy, it does not matter from where the store originates.


What matters in the process of buying though, is that if you as a customer cannot pay with a method that makes you feel safe, you are likely to continue the search until you find a shop that supports your need for the right choice of payment.


In regards to payment methods, there are significant differences across borders that e-tailers need to acknowledge, but payments shouldn’t be a barrier to address foreign markets for e-tailers. Offering the relevant local payment methods are easy if you just do your homework.


Let us give you a helping hand with that homework.

Popular payment methods in European countries


Let’s start with the overall trends.


With more than half of all payments online across Europe, debit and credit cards remain the most popular payment method. Payment cards are popular due to their security and safety for card holders. For instance, card holders get reimbursed if purchases are not delivered products or do not live up to expectation. Inherently this is a safety that e.g., bank transfers do not include, and thus manifests the popularity of payments cards.


In general, customers also demand convenience, and that also in regards to paying.

Payment methods, such as buy now, pay later has been winning foothold across borders, but payments with the mobile phone constitutes an even more significant trend. A trend that, besides convenience, offers compliance with new European regulatory requirements of Strong Customer Authentication (SCA)*.


The development is also driven by the fact that there are several elegant and smooth functioning mobile payment methods, such as Google & Apple Pay (Global), Swish (Sweden), Vipps (Norway), and MobilePay (Denmark and Finland). With exception of the first-mentioned the method operates on both iOS and Android.

Depending on the type of business mobile payments can be crucial. For instance, if the business is within fast consumer goods it simply has to offer mobile payment methods because of the ease and speed of checkout offered. Like Visa and Mastercard the Apple Pay, Swish, Vipps, and MobilePay have a high rate of recognition, and as such raises the credibility of the web shop.



Let’s look at the popularity among various payment methods across the European countries:

As a rule of thumb, the more relevant possibilities for paying that the web shop is offering, the more likely the customer is to find the type of payment that he or she finds most convenient, credible, and safe.


The trick is knowing what is relevant, and if you contact PensoPay we’ll get you started on the fast track with the best solution.




* SCA is in layman terms something that the customer is (e.g. fingerprint), knows (e.g. password), or has (e.g. phone).