[Survey Results] What is the abandonment rate when desired payment methods are not available on e-commerce sites? Measures to prevent abandoned carts are also introduced.

With the spread of smartphones and PCs, more and more people are making purchases on e-commerce sites, and online payments have become commonplace. However, customer needs for payment methods vary widely depending on their age, gender, and lifestyle. We conducted a survey to find out what customers do when they visit an e-commerce site and their preferred payment methods is not available. The survey targeted users of physical retail sites selling fashion, cosmetics, groceries, medical supplies, etc., as well as those who use online payments for digital content such as e-books, video streaming services, and games, food delivery, and utility bill payments. In this column, we will explain the results of the consumer survey and introduce payment methods that should be introduced as a top priority.

"Survey results for e-commerce sites selling goods (fashion, cosmetics, groceries, medical supplies)"

We conducted a survey of 2,455 people who had purchased any item from a retail site within the past year.
Number of people: 2,455 (Male: 1,217 / Female: 1,238)
Gender ratio: Female 50.4% Male 49.6%
Age: 10 to 60+
Implementation period: May 21, 2025 to June 5, 2025

Q. What payment methods do you usually use when purchasing a product?

Q. What if I try to buy something but my preferred payment method isn't available?

On product sales sites, if their preferred payment method is not available, over 60% of respondents will abandon the site and purchase the same product on another site or in-store, or will stop purchasing altogether. On product sales sites, the same or similar products are often sold on multiple e-commerce sites, and users tend to think, "I can buy the product I want elsewhere," so they tend to move to another site simply because payment methods is not available.

That's why offering payment methods that meet a wide range of needs on an e-commerce site can be an effective measure to prevent abandoned carts.
Furthermore, expanding payment methods will also lead to an opportunity to attract new customers who have come from sites with fewer options. As a result, it will not only help prevent existing customers from abandoning your site, but will also likely contribute to expanding your customer base and increasing sales by differentiating your site from other e-commerce sites.

Survey results for digital content (e-books, videos, games) and service payments

So what about customers who purchase digital content such as e-books, video streaming services, and games, or who use online payments for food delivery, utility bill payments, etc. As with the product sales site customer survey, we conducted a survey of 1,857 consumers who have used online payments for digital content, food delivery, utility bill payments, etc. within the past year, asking about their preferred payment methods.

Number of people: 1,857 (Male: 927 / Female: 930)
Gender ratio: Female 50.1% Male 49.9%
Age: 10 to 60+
Implementation period: May 21, 2025 to June 5, 2025

Q. What payment methods do you usually use when paying for digital content?

Q. What payment methods do you often use when paying for tickets, food delivery, utility bills, etc.?

Q. What if I can't find my preferred payment method when paying online for digital content, food delivery, utility bills, etc.?

When it comes to online payments for digital content, food delivery, utility bill payments, etc., the results show that more than 60% of customers abandon the site due to a lack of payment methods. The reason for this lower figure compared to physical goods sites is thought to be that there are fewer alternative service options for digital content and food delivery, and in many cases the product or service can only be purchased on that site. However, since the majority of customers will abandon the site if there are insufficient payment methods, expanding the number of payment methods is essential, just as with physical goods sites.

On retail sites, the rate of customers abandoning their shopping carts and leaving the e-commerce site when their preferred payment methods are not available is approximately 60%.

On product sales websites, if payment methods frequently used by customers are not available, approximately 60% of both men and women will abandon the website without making a purchase. Furthermore, approximately 50% of these customers will end up purchasing from other e-commerce sites or in-store, despite being a demographic with a high desire to purchase.
In other words, introducing payment methods that customers use on a daily basis is extremely important in preventing customers from abandoning your service and avoiding a drop in sales.

The first priority for improving cart abandonment is Credit Card Payment

So far, we have looked at how customers behave when shopping on a retail site or purchasing digital content and there are not enough payment methods available, but what payment methods do customers actually use most?
According to a survey, Credit Card Payment are the most popular payment methods for both online shopping sites and digital content. However, preferred payment methods vary slightly depending on gender and age, so we recommend carefully considering the target audience of your site before selecting payment methods.

To prevent cart abandonment, it is essential not only to make products and services attractive, but also to provide payment methods that customers want. Looking at actual usage, the most popular method is Credit Card Payment, followed by "PayPay." Many young people, especially teenagers, do not own credit cards, making PayPay the most popular payment methods.

There is no doubt that the first priority for an e-payment methods site to adopt is Credit Card Payment, but it is also important to actively consider adopting QR code payments such as PayPay. Increasing the number of payment options leads to an improved purchasing experience and the prevention of lost opportunities, which in turn leads directly to increased sales.

The full results of the consumer survey discussed in this article can be downloaded from the following page. If you're having trouble deciding which payment service to implement on your e-commerce site, be sure to check it out.

Why SB Payment Service is chosen

So far, we have been introduced to member stores in various industries.
We also offer over 40 brands of online payment services and a wide variety of payment services for stores. We can also make a wide range of proposals for business owners. If you are a business considering introducing payment, please contact us once.

FAQ

Q.

What is the average bounce rate for e-commerce sites?

A.

The bounce rate for e-commerce sites varies depending on the industry and type of site, but a general guideline is that 40-60% of visitors leave. One of the reasons for e-commerce site bounces is the lack of payment methods available.

Q.

Does having a limited number payment methods increase the abandonment rate of an e-commerce site?

A.

A consumer survey conducted by SB Payment Services in 2025 found that approximately 60% of people abandon e-commerce sites because their preferred payment methods are unavailable. In other words, if payment methods options are limited, it may not meet users' needs, increasing the abandonment rate.

Q.

Is it better to offer multiple payment methods for online shopping?

A.

If users cannot use their desired payment methods, they are more likely to abandon the e-commerce site. To prevent this loss of opportunity, it is important to offer a variety of payment methods to accommodate a wide range of customers.

If you have any other questions, please check the FAQ.

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