Why Payment Experience (PX) is the competitive edge retailers can’t ignore

So, what defines this new PX? It's how payment fits seamlessly into the full shopping journey. It’s about having payment methods that are easy to find, simple to use, and friction-free. This shift reflects how customer expectations are changing. Today’s consumers want control over how they pay, and they expect that flexibility from businesses, whether they’re online, in-store, or using an app. They want fewer surprises, more transparency, and often consider flexible payment options as a practical way to handle cash flow.

A great PX removes friction within transactions before it even becomes a problem. It helps more shoppers cross the finish line, boosts conversion, and experience. Plus, it brings in net-new shoppers who might not have completed their purchase otherwise. More and more retailers are starting to treat BNPL services as a growth driver, not just a payment option. For example, Zip partners are consistently demonstrating measurable upside, from higher conversion rates, stronger retention, and significantly more first-time buyers. GameStop, for instance, saw a 195% increase in BNPL transaction volume and doubled its average order value after integrating with Zip.”

There are a few common reasons shoppers leave without completing their purchase:

Payment methods aren’t clear: If shoppers can’t tell what payment options are offered at checkout or how they work, they’re more likely to leave. 

Flexibility is missing: Today’s consumers expect payment options beyond traditional credit or debit. For many, the blocker isn't intent but how and when they can pay in a way that fits their budget.

Declines end the journey: When a credit card or private-label credit card (PLCC) is declined, most checkout flows stop there. That’s a lost opportunity to recover the transaction.

Checkout is too slow or clunky: Extra steps, confusion, or delays can derail a purchase. Shoppers expect a seamless and expedited purchasing process, especially if they’ve already made up their mind.

An accessible payment option isn’t offered: If shoppers lack access to the available payment options, such as credit cards or legacy BNPLs, they may abandon their purchase entirely.

Modern PX design helps tackle these friction points head-on by making it easier for consumers to keep moving through the shopper journey. This is especially critical during peak shopping periods like Black Friday, where intent is high and decisions are made fast. Here’s how a PX-first approach helps you capture every potential sale: 

Fallback after failed payments: When a customer’s primary card is declined, BNPL services can automatically be offered as a backup without requiring the shopper to restart. 

Exit-intent promotions: Real-time modals and banners can offer flexible payment options with BNPL messaging when shoppers show signs of leaving.

Early visibility: Installment options shown on product pages (not just at checkout) help shoppers see what’s possible from the start of their shopping journey.

Prequalification: Allow eligible shoppers to explore their spending power upfront with no hard credit checks. This builds trust and reduces drop-offs by giving shoppers confidence before they commit. 

Express checkout: A faster path to purchase helps seal the deal. Let shoppers check out quickly through a BNPL-specific flow, directly from the product or cart page.

The modern shopper doesn’t stick to one path. To capture every potential transaction, your PX must meet them wherever they are—whether your customer is on their couch, in your aisle, or deep in your app. A disjointed payment experience slows them down while a unified one keeps them moving.

Here's how Zip helps brands deliver a consistent, flexible payment experience across channels: 

1. Installment visibility from the start: Show installment options early—on PDPs and throughout discovery to help shoppers understand what may be available before checkout.

2. In-store tools: Zip supports the use of signage and QR codes for in-store purchases, without the need for POS changes or upgrades that many other providers require.

3. App-native checkout: Zip’s SDK allows merchants to embed flexible payments directly into their mobile app for a native experience.

4. Upfront estimated spending power clarity: Prequalification tools let eligible shoppers check their spending power early with no hard credit checks, helping reduce checkout uncertainty and drop-off.

5. Real-time and post-decline recovery: Instantly present BNPL as a seamless fallback to save the sale during exit intent, cart abandonment, or payment declines.

When evaluating BNPL service providers, look beyond the basics. Focus on how well they integrate into your existing ecosystem and enhance every customer touchpoint. Your partner should be an extension of your brand's commitment to a frictionless, empowering payment experience.

PX partner checklist: Must-haves for a modern BNPL solution

Easy implementation: Can the solution be activated quickly, whether through a platform like Shopify or a direct API integration?

No POS-Integration capability: Can the solution go live without disrupting your POS or requiring drawn-out integrations?

Omnichannel support: Can the solution seamlessly integrate across all your online, in-store, and in-app channels without gaps? 

Prequalification experience: Does it offer a simple, immediate way for eligible shoppers to check their estimated spending power with a soft credit check?

Integration flexibility: How easily does the BNPL solution integrate with your existing e-commerce platform, POS system, and other key technologies? 

Real-time PX performance reporting: Does the partner provide actionable data and insights into how BNPL is impacting your conversion rates, average order value (AOV), and new customer acquisition in real time? 

Payment isn’t just how a purchase ends. It’s where loyalty begins. As customer acquisition costs rise, recovering intent is more powerful than ever, and the right PX does exactly that. It turns hesitation into action, and browsers into buyers.

Zip gives you the right merchant resources and tools to meet consumers where they are, remove friction at every step, and convert revenue that used to slip away.

Ready to make PX your edge? Become a Zip merchant and deliver the payment experience trusted by GameStop, Fanatics, and FEVO.

_{Eligibility criteria apply. Loans through Zip originated by WeBank.}