{"id":1546349,"date":"2024-12-16T08:18:31","date_gmt":"2024-12-16T13:18:31","guid":{"rendered":"https:\/\/www.practicalecommerce.com\/?p=1546349"},"modified":"2024-12-16T20:34:40","modified_gmt":"2024-12-17T01:34:40","slug":"u-s-lags-in-digital-wallet-adoption","status":"publish","type":"post","link":"https:\/\/www.practicalecommerce.com\/u-s-lags-in-digital-wallet-adoption","title":{"rendered":"U.S. Lags in Digital Wallet Adoption"},"content":{"rendered":"<p>PayPal launched the world&#8217;s first digital wallet in 1998. Nearly three decades later, the payment method remains a novelty for more than half of U.S. consumers.<\/p>\n<p>J.D. Power&#8217;s 2024 &#8220;Digital Wallet Satisfaction Study,&#8221; <a href=\"https:\/\/www.jdpower.com\/business\/digital-wallet-satisfaction-study\">published<\/a> in March 2024, found that just 48% of U.S. shoppers use digital wallets online or offline.<\/p>\n<p>Separately, J.D. Power <a href=\"https:\/\/www.practicalecommerce.com\/merchants-weigh-in-on-payment-processing\">found<\/a> only 57% of small and midsize U.S. merchants accept that form of payment.<\/p>\n<div id=\"everviz-Qvq9Pi9U7\" class=\"everviz-Qvq9Pi9U7\"><script src=\"https:\/\/app.everviz.com\/inject\/Qvq9Pi9U7\/?v=5\" defer=\"defer\"><\/script><\/div>\n<h3>U.S. Roadblocks<\/h3>\n<p>The reasons for slow adoption vary.<\/p>\n<p>J.D. Power researchers noted that the &#8220;fragmented and far from mature&#8221; U.S. payments market has yet to offer a universal wallet that works across web, mobile, and in-store channels.<\/p>\n<p>Sean Gelles, senior director of payments intelligence at J.D. Power, told Practical Ecommerce, &#8220;Digital wallets plateaued at 50% of U.S. consumers and have not changed since last year.&#8221;<\/p>\n<p>In a <a href=\"https:\/\/www.jdpower.com\/business\/consumer-point-sale-pos-choice-study\">point-of-sale survey<\/a>, J.D. Power queried roughly 48,000 U.S. non-digital-wallet users from September to November 2023. Their top concerns were:<\/p>\n<ul>\n<li>Security (35%),<\/li>\n<li>Difficult to use (17%)<\/li>\n<li>Habit (16%)<\/li>\n<\/ul>\n<p>A year later, approximately 22,000 surveyed non-digital-wallet users had nearly identical worries.<\/p>\n<p>&#8220;You&#8217;d expect speed and convenience would motivate consumers to try digital wallets,&#8221; Gelles said. &#8220;But consumer attitudes have not evolved; non-users and users don&#8217;t fully understand the benefits.&#8221;<\/p>\n<h4>Security<\/h4>\n<p>Gelles was surprised by <a href=\"https:\/\/www.practicalecommerce.com\/combat-ai-powered-fraud-with-ai-experts-say\">security fears<\/a>, stating, &#8220;Digital wallets encrypt and tokenize account data and don&#8217;t even share it with merchants, but a third of the study&#8217;s respondents think they are insecure.&#8221;<\/p>\n<p>&#8220;We need to educate the U.S. market,&#8221; Gelles stated. &#8220;Some consumers think digital wallets send their information into cyberspace. Provisioning a wallet is a sophisticated process; my bank does not give anyone my actual card information, not even the merchant.&#8221;<\/p>\n<h4>Difficult to use<\/h4>\n<p>Gelles observed that consumers with less than a year of digital wallet experience had lower satisfaction scores than longer-tenured users.<\/p>\n<p>Speed and convenience are table stakes in the modern economy, Gelles added, stating most small business users believe digital wallets <a href=\"https:\/\/www.practicalecommerce.com\/4-payment-processing-pitfalls-to-avoid\">eliminate friction<\/a> and improve conversions while reducing chargebacks and fraud.<\/p>\n<h4>Habit<\/h4>\n<p>Wallet providers can do more, Gelles said, to improve customer onboarding and support. Merchants can help customers make informed decisions in the checkout stream. &#8220;The key is knowing your customers and providing the best checkout experience possible.&#8221;<\/p>\n<p>While 16% of respondents said habit was a roadblock, Gelles observed consistent factors steering customers <em>toward<\/em> digital wallets. In the 2023 point-of-sale survey, wallet users cited these benefits:<\/p>\n<ul>\n<li>Speed (45%)<\/li>\n<li>Ease (44%)<\/li>\n<li>Merchant acceptance (24%)<\/li>\n<li>Security (24%)<\/li>\n<\/ul>\n<h3>Global Acceptance<\/h3>\n<p>Despite slow U.S. adoption, wallets accounted for 50% of <em>global<\/em> ecommerce-only sales in 2023, <a href=\"https:\/\/worldpay.globalpaymentsreport.com\/en\">according<\/a> to Worldpay&#8217;s 2024 &#8220;Global Payments Report.&#8221;<\/p>\n<p>The Asia-Pacific region continues to dominate digital wallet adoption, per the Worldpay report. APAC consumers spent over $2 trillion in ecommerce in 2023, representing 70% of the region&#8217;s ecommerce transactions and over 64% of global online digital wallet spend. Worldpay researchers predict that other regions will follow APAC&#8217;s example.<\/p>\n<p>Tracy Lai agrees. She&#8217;s the founding partner of <a href=\"https:\/\/lystargroup.com\/\">Lystar Group<\/a>, a New York-based consultancy, and president of Fintech and Finance Alliance, a non-profit member organization.<\/p>\n<p>According to Lai, digital wallets are a staple of daily life in Asia. &#8220;Asians are more receptive to digital wallets because they skipped the <a href=\"https:\/\/www.practicalecommerce.com\/cards-face-checkout-competition-studies-find\">credit card adoption<\/a> cycle and went straight into making cashless payments with their smartphones,&#8221; she said, noting that most people in the region were happy to trade a bit of privacy for convenience.<\/p>\n<p>Today, digital wallets are a default payment method in APAC, Lai added, for online and offline transactions. She cited a recent example at a coffee shop in Shanghai, where she was surprised to see a standalone digital wallet scanner for WeChat Pay and Alipay.<\/p>\n<p>&#8220;When I asked why they didn&#8217;t have a traditional point-of-sale device,&#8221; Lai stated, &#8220;They said the scanner is more convenient and doesn&#8217;t charge transaction fees.&#8221;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Digital wallets will account for 61% of global ecommerce payments by 2027, per Worldpay.<\/p>\n","protected":false},"author":2441,"featured_media":1546449,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_wp_rev_ctl_limit":""},"categories":[58311],"tags":[],"class_list":["post-1546349","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-payments",""],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.2 (Yoast SEO v25.2) - 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Laszig is the founder of DSL Direct, a consultancy focused on the payments industry. She is a longtime payments and commerce journalist and the former senior staff writer for The Green Sheet, a leading payments publication. Dale has additionally served in financial leadership positions at Verifone, Hypercom, First Data Corporation, and others. She holds an M.S. in Management from Argosy University and a B.S. in Communications from SUNY Excelsior University. 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