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Retailer Online Payment Acceptance in Europe

  • November 2013
  • -
  • Finaccord
  • -
  • 319 pages

Retailer Online Payment Acceptance in Europe is a report, based on a survey of over 3,300 prominent retail brands in 33 countries, about the online payment types that they accept for purchases made online by their customers.

Countries covered are Austria, Belgium, Bosnia-Herzegovina, Bulgaria, Croatia, Czech Republic, Denmark, Estonia, Finland, France, Germany, Georgia, Greece, Hungary, Ireland, Italy, Latvia, Lithuania, Netherlands, Norway, Poland, Portugal, Romania, Russia, Serbia, Slovakia, Slovenia, Spain, Sweden, Switzerland, Turkey, UK, and Ukraine.

Means of online payment investigated are payment cards, online accounts, mobile payments, direct bank transfers and other means consisting mainly of payment on delivery (commonly referred to as 'COD' for 'cash on delivery') and payment upon receipt of invoice.

Moreover, the PartnerBASE™ database that accompanies the report details the payment card brands, online account providers and mobile payment means accepted by retailers that offer online shopping, thereby offering clear evidence for the companies that are well-placed both in each country and across Europe as a whole.

Key features of this report include:

- definitive coverage of the involvement in online payment acceptance of over 3,300 major retail brands in 33 countries across Europe, 56.1% of which have set up an online shopping facility;

- coverage of 27 different payment card brands accepted online: which card brands are strong in which countries and with which retailers do they collaborate?

- identification of 29 online account providers in addition to PayPal: which operate in more than one territory and which offer significant competition to the market leader in particular countries?

- identification of 17 mobile payment products that are accepted online: in which countries has this emerging payment means made the greatest headway?

- analysis of direct bank transfers, payment on delivery (COD) and payment upon receipt of invoice as online payment means: in which retailer categories are these most likely to be accepted for online payments?

Table Of Contents

Retailer Online Payment Acceptance in Europe
0.0 EXECUTIVE SUMMARY 1
1.0 INTRODUCTION 3
What is this report about? 3
Rationale 3
Several factors combine to form a strong rationale for this study 3
Methodology 3
Survey of retailers 3
The survey's scope covers over 3,300 major retail brands drawn from ten categories and 33 countries 3
and classified according to their use of offline-only, online-only or mixed distribution models 4
Definitions 4
Types of online payments 4
Weighted shares 6
PartnerBASE 6
Finaccord 6
2.0 REGIONAL OVERVIEW 8
Introduction 8
Overview 8
Among major retail brands, online sales facilities are most widespread in the UK 8
Specialist retailers of consumer electronics are the most likely to offer online sales 10
Over 90% of online retail brands investigated accept cards as a form of payment 11
Payment cards 12
although less than two thirds in five of the 33 countries investigated 12
A total of 27 different payment card brands enjoy online acceptance among major retailers in Europe 14
Payment cards enjoy relatively high acceptance rates across all retailer catgories 16
Online accounts 16
Close to a half of online retail brands in Europe accept online accounts as a means of payment 16
PayPal is dominant in a field in which 30 competitors are active in total 18
with most active in one country only 19
Online supermarket and hypermarket brands are least likely to accept online accounts 21
Mobile payments 22
A comparatively low percentage of online retailers accept payment methods tied to mobile phones 22
with activity concentrated in 12 out of 33 countries investigated 22
and with no single provider having made much progress in this market to date 24
Online book and media product retailers are most likely to accept mobile payments 25
Bank transfers 25
Just under a half of retailers with online operations accept bank transfers as an online payment means 25
with an acceptance rate of nearly two thirds among specialist retailers of consumer electronics 27
Other methods of online payment 27
Payment on delivery (COD) is the most popular other form of settling online purchases 27
although acceptance rates vary substantially from country to country 28
and also by retailer category 30
3.0 AUSTRIA 31
Introduction 31
Overview 32
Acceptance rates exceed 50% of online retail brands for all payment means other than one 32
Payment cards 33
Eight different payment card brands enjoy online acceptance among major retailers in Austria 33
with maximum acceptance rates in all retailer categories apart from one 34 RETAILER ONLINE PAYMENT Online accounts 34
PayPal faces competition from a local competitor in the Austrian online account market 34
Six out of nine categories feature some degree of acceptance of online accounts for payments 36
Mobile payments 37
Bank transfers 37
Almost 60% of retailers selling online accept direct bank transfers as a payment means 37
Other methods of online payment 38
Over 50% of online retail brands also accept alternative forms of payment for web-based transactions 38
4.0 BELGIUM 39
Introduction 39
Overview 40
As an online payment means, payment cards enjoy a substantial lead over bank transfers 40
Payment cards 41
Seven different open-loop payment card brands enjoy online acceptance among major retailers in Belgium .. 41
Online accounts 43
PayPal enjoys acceptance across over a half of online retailers, but ClickandBuy is accepted by only one 43
Seven categories featuring web-based retailers accept online accounts for payments via the internet 44
Mobile payments 44
Only one of the retail brands researched accepts mobile payment services as an online payment means 44
Bank transfers 45
Direct bank transfers enjoy notably high acceptance rates across almost all retailer categories 45
Other methods of online payment 46
Several online retail brands also accept payment on delivery as well as payment after invoice 46
5.0 BOSNIA-HERZEGOVINA 47
Introduction 47
Overview 48
Direct bank transfers are the most common form of online payment by frequency of acceptance 48
Payment cards 49
Online acceptance of payment cards is limited to the Maestro, MasterCard and Visa brands 49
Online accounts 50
with PayPal the only option in Bosnia-Herzegovina's online account segment 50
Mobile payments 52
Bank transfers 52
Acceptance of direct banks transfers is visible among online retail brands in just two categories 52
Other methods of online payment 53
and alternative payment means in only one 53
6.0 BULGARIA 54
Introduction 54
Overview 55
Direct bank transfers are preferred to payment cards as an online payment method 55
Payment cards 56
Only three payment card networks are accepted among major online retailers in Bulgaria 56
Online accounts 57
PayPal is outgunned by a local competitor in the online account sector 57
Mobile payments 59
CellumPay and mPay both enjoy acceptance as mobile payment providers among online retailers 59
Bank transfers 61
Direct bank transfers are accepted by online retail brands in five categories 61
Other methods of online payment 62
a rate that rises to six for other methods of online payment 62
7.0 CROATIA 63
Introduction 63 RE
Overview 64
No online retailers in Croatia accept either online accounts or mobile payments 64
Payment cards 65
American Express and Diners Club are almost as popular as MasterCard and Visa 65
Online accounts and mobile payments 66
Bank transfers 66
A number of online retail brands accept direct bank transfers as a payment means 66
Other methods of online payment 68
Four of the five categories of online retailer record at least some acceptance of other types of payment 68
8.0 CZECH REPUBLIC 69
Introduction 69
Overview 70
Almost the same number of online retailers accept direct bank transfers as accept payment cards 70
Payment cards 71
MasterCard and Visa enjoy equal acceptance rates among online retailers in the Czech Republic 71
with payment cards accepted by all online retailers researched in five categories 72
Online accounts 72
PayPal is the most widely accepted of three online account providers active in the Czech Republic 72
but these have yet to penetrate online retail brands in three categories 73
Mobile payments 74
Mobito is the only mobile payment provider to have made headway among major online retail brands 74
Bank transfers 74
although direct bank transfers are permitted by over two thirds of them 74
Other methods of online payment 76
Payment on delivery (COD) is the most popular payment means accepted by online retailers 76
9.0 DENMARK 77
Introduction 77
Overview 78
Payment cards feature a 100% acceptance rate among online retailers in Denmark 78
Payment cards 79
Danish network Dankort is almost as widely accepted among online retail brands as MasterCard and Visa 79
Online accounts 81
In terms of the unweighted number of online retailers using them, Klarna and PayPal are equal 81
although they are yet to be used by online retailers in five of the categories investigated 82
Mobile payments 83
Bank transfers 83
Nearly two thirds of specialist online retailers of consumer electronics accept direct bank transfers 83
Other methods of online payment 84
Over 20% of retail brands selling online also accept other forms of payment for web-based transactions 84
10.0 ESTONIA 85
Introduction 85
Overview 86
Direct bank transfers are the most common form of online payment, ahead of payment cards 86
Payment cards 87
MasterCard and Visa are the only payment card networks accepted by online retailers in Estonia 87
Online accounts 89
PayPal is the only provider of online accounts known to be active in Estonia 89
Mobile payments 90
Bank transfers 90
Among retailer categories hosting online brands, acceptance falls short of 100% in only one 90
Other methods of online payment 91
Three online retailers in Estonia accept allow purchases to be paid for after receipt of an invoice 91 R
11.0 FINLAND 92
Introduction 92
Overview 93
Direct bank transfers are second only to payment cards by frequency of acceptance 93
Payment cards 94
MasterCard and Visa enjoy rates of acceptance that are close to the maximum 94
with cards only not accepted as an online payment means in one retailer category 95
Online accounts 96
Klarna's share of acceptance among online retail brands in Finland is comfortably ahead of that of PayPal 96
Eight out of nine retailer categories feature some degree of acceptance of online accounts for payments 97
Mobile payments 98
Bank transfers 98
Acceptance of direct bank transfers as a payment means is weakest among online fashion brands 98
Other methods of online payment 99
Almost a third of web-based retail brands in Finland also accept alternative forms of online payment 99
12.0 FRANCE 100
Introduction 100
Overview 101
Online accounts are accepted by over a half of major retail brands with an online sales capability 101
Payment cards 101
Nine different payment card brands enjoy online acceptance among major retailers in France 101
Online accounts 104
PayPal enjoys acceptance across numerous retailers but Kwixo by many fewer 104
No online supermarket or hypermarket brands accept online accounts for web-based payments 105
Mobile payments 106
Eight of the retail brands researched accept mobile payment services as an online payment means 106
although these are concentrated in just four retailer categories 107
Bank transfers 108
Direct bank transfers enjoy high acceptance rates in certain retailer categories 108
Other methods of online payment 109
Some retail brands also accept payments on delivery (COD) 109
13.0 GEORGIA 110
Introduction 110
Overview 111
Four out of five payment types enjoy some degree of acceptance among online retail brands in Georgia .. 111
Payment cards 112
with payment cards accepted by over a half of them 112
Online accounts 114
Two local online account providers are pioneers in this market in Georgia 114
Mobile payments 116
Bank transfers 116
The acceptance rate of direct bank transfers is the same as that for payment cards among online retailers .. 116
Other methods of online payment 117
Several online brands accept both payment on delivery and payment after receipt of invoice 117
14.0 GERMANY 118
Introduction 118
Overview 119
Direct bank transfers are second only to payment cards by frequency of acceptance 119
Payment cards 120
Eight different payment card brands enjoy online acceptance among major retailers in Germany 120
Online accounts 121
As the main online account found in Germany, PayPal features wide acceptance 121 RE
Every category of retailer features some degree of acceptance of online accounts for payments 123
Mobile payments 124
Bank transfers 124
Direct bank transfers enjoy notably high acceptance rates overall 124
Other methods of online payment 125
Some retail brands also accept payment on delivery (COD) or payment after invoice 125
15.0 GREECE 126
Introduction 126
Overview 127
All major online retail brands in Greece accept payment cards but none mobile payments 127
Payment cards 128
A total of five different payment card networks are accepted online by major retailers in Greece 128
All six categories of retailer in Greece operating online had 100% acceptance rates for payment cards 129
Online accounts 130
PayPal is the only provider of online accounts used by web-based retailers in Greece 130
and has only made visible progress there in two retailer categories 131
Mobile payments 132
Bank transfers 132
A half of Greek online retail brands accept direct bank transfers as a payment means 132
Other methods of online payment 133
rising to over 60% for payment on delivery (COD) 133
16.0 HUNGARY 134
Introduction 134
Overview 135
All five online payment categories enjoy acceptance rates across over 25% of web-based retailers 135
Payment cards 136
Online acceptance rates for the Maestro brand are not far behind those of MasterCard itself 136
Six of the nine retailer categories in Hungary record 100% online acceptance rates for payment cards 137
Online accounts 138
PayPal enjoys a much higher acceptance rate as an online account provider than its local rival 138
although it is absent from three of the nine relevant retailer categories 139
Mobile payments 140
MasterCard Mobile has made good progress as a provider of mobile payments used by online retailers .. 140
especially in certain retailer categories 141
Bank transfers 142
All nine categories feature at least some degree of acceptance of direct bank transfers online 142
Other methods of online payment 143
Over 75% of Hungary's online retail brands also accept COD payments for online transactions 143
17.0 IRELAND 144
Introduction 144
Overview 145
Payment cards and online accounts dominate the online payment space in Ireland 145
Payment cards 146
The local Laser payment brand is accepted by over a half of online retail brands researched 146
Eight out of the nine retailer sectors full 100% online acceptance rates for payment cards 147
Online accounts 148
PayPal has established a near-monopoly position in the Irish online account sector 148
although its penetration by retailer category is far from uniform 149
Mobile payments 150
Bank transfers 150
Acceptance of direct bank transfers is limited to online retailers in one category 150
Other methods of online payment 150
18.0 ITALY 151
Introduction 151
Overview 152
Online accounts are accepted by over three quarters of major retail brands with an online sales capability 152
Payment cards 152
A dozen different payment card brands are accepted online by major retailers in Italy 152
Online accounts 155
PayPal enjoys acceptance by almost 80% of retailers operating online 155
reaching penetration of two thirds or more in seven out of nine retailer categories of relevance 155
Mobile payments 157
Bank transfers 157
Direct bank transfers enjoy variable acceptance rates by retailer category 157
Other methods of online payment 158
Most retail brands also accept payments on delivery (COD) 158
19.0 LATVIA 159
Introduction 159
Overview 160
Direct bank transfers are the most common form of online payment by frequency of acceptance 160
Payment cards 161
American Express, MasterCard and Visa are the only payment cards accepted by retailers online 161
Online accounts 162
PayPal is the only online account accepted by online retailers in Latvia 162
Mobile payments 164
Bank transfers 164
All bar one of the online retail brands investigated in Latvia accept direct bank transfers 164
Other methods of online payment 165
A half of Latvian retailers operating online accept payment at the point of delivery 165
19.0 LITHUANIA 166
Introduction 166
Overview 167
Direct bank transfers are almost as common a form of online payment as payment cards in Lithuania 167
Payment cards 168
MasterCard and Visa achieve equal acceptance rates among major online retailers in Lithuania 168
Online accounts 169
As a provider of online accounts, PayPal has a substantial lead over one local competitor 169
Mobile payments 171
Bank transfers 171
Nearly three quarters of online retailers in Lithuania accept direct bank transfers for web-based payments 171
Other methods of online payment 172
COD and payment after invoice are also accepted by just over a third of retailers selling online 172
21.0 NETHERLANDS 173
Introduction 173
Overview 174
Nearly all major online retailers in the Netherlands accept direct bank transfers for web-based payments 174
Payment cards 175
Of the six payment card brands accepted online in the Netherlands, only three are widely accepted 175
Cards are accepted as an online payment means by all web-based retailers in two categories 176
Online accounts 177
Klarna is present in the Netherlands but its acceptance lags some way behind that of PayPal 177
Only supermarket and hypermarket brands selling online have yet to start accepting online accounts 178
Mobile payments 179
Bank transfers 179
Direct bank transfers enjoy extremely high acceptance rates among major Dutch retailers selling online 179
Other methods of online payment 180
Acceptance rates for other online payment means vary substantially by retailer category 180
22.0 NORWAY 181
Introduction 181
Overview 182
Payment card acceptance is ubiquitous among major online retailers in Norway 182
Payment cards 183
After the two main payment card networks, acceptance rates do not top 15% among online retailers 183
Online accounts 185
Klarna and PayEx have blocked the progress of PayPal in Norway's online account market 185
and they enjoy a reasonable degree of acceptance across most relevant retailer categories 186
Mobile payments 187
Bank transfers 187
Just under a third of Norway's major online retailers accept direct bank transfers for web-based payments 187
Other methods of online payment 188
Over 40% of online retail brands also accept alternative forms of payment in this sphere 188
23.0 POLAND 189
Introduction 189
Overview 190
Polish consumers buying online can often choose from a wide variety of payment means 190
Payment cards 191
Eight different payment card brands enjoy online acceptance among major retailers in Poland 191
with payment cards accepted by 100% of online retailers in five categories 192
Online accounts 193
PayPal and PayU both enjoy acceptance across numerous retailers but Moneybookers by many fewer 193
All nine categories operating online accept online accounts for payments via the internet 194
Mobile payments 195
Websites using DotPay as a payment service have access to four different mobile payment options 195
Retail brands in six categories accept online mobile payments in Poland 196
Bank transfers 197
Direct bank transfers enjoy high acceptance rates in all retailer categories offering online payments 197
Other methods of online payment 198
In addition to payment on delivery (COD), retailers using DotPay accept payments through Ukash 198
24.0 PORTUGAL 199
Introduction 199
Overview 200
Payment cards are by far the most common method of payment accepted by online retailers in Portugal 200
Payment cards 201
Five payment card brands plus private networks are accepted by major online retailers in Portugal 201
Half of the categories surveyed in Portugal feature 100% online acceptance rates for payment cards 202
Online accounts 203
PayPal is the sole online account provider accepted by web-based retailers in Portugal 203
although its rate of acceptance varies substantially by retailer category 204
Mobile payments 205
Bank transfers 205
Just under a quarter of Portuguese online retailers accept payment through direct bank transfers 205
Other methods of online payment 206
Under a third of retail brands also accept alternative forms of payment for online transactions 206
25.0 ROMANIA 207
Introduction 207
Overview 208
Most web-based retailers in Romania accept online orders to be paid for at the point of delivery 208
Payment cards 209
American Express, Diners Club and JCB are all accepted by a handful of online retail brands 209
Five of the nine retailer categories register full 100% online acceptance rates for payment cards 210
Online accounts 211
PayU is currently ahead of both PayPal and a local competitor in Romania's online account sector 211
and is especially strong among online retailers in certain categories 212
Mobile payments 213
One mobile payment provider has achieved limited acceptance among online retailers in Romania 213
Bank transfers 214
Direct bank transfers are accepted by nearly three quarters of retailers operating online in Romania 214
Other methods of online payment 215
Close to 90% of major web-based retail brands also accept payment on delivery for orders placed online 215
26.0 RUSSIA 216
Introduction 216
Overview 217
Nine out of ten online retailers in Russia accept COD orders through their websites 217
Payment cards 218
Six different payment card brands are accepted online by major retailers in Russia 218
Online retailers of consumer electronics are likely to accept payment cards for web-based purchases 218
Online accounts 219
Acceptance of online accounts is relatively low among the retail brands investigated 219
and several Russian providers are used more widely than PayPal 219
Six out of ten retailer categories accept online accounts for payments via the internet 219
Mobile payments 221
Only one major retail brand accepts mobile payment services as an online payment means 221
Bank transfers 223
Direct bank transfers enjoy high acceptance rates in certain online retailer categories 223
Other methods of online payment 224
The great majority of online retail brands accept payment on delivery (COD) 224
27.0 SERBIA 225
Introduction 225
Overview 226
All five online payment means enjoy some degree of acceptance among web-based retailers in Serbia 226
Payment cards 227
Eight payment card network brands, including the local Dina brand, are accepted by online retailers 227
Online accounts 228
PayPal is the only online account provider to have established a foothold in Serbia 228
Mobile payments 230
with PlatiMo Servis the pioneer in mobile online payments 230
Bank transfers 231
A handful of retail brands selling online accept payments by direct bank transfer 231
Other methods of online payment 231
Payments on delivery enjoy the highest degree of acceptance among Serbia's major online retailers 231
28.0 SLOVAKIA 233
Introduction 233
Overview 234
Payment cards and direct bank transfers record equal popularity as online payment means in Slovakia 234
Payment cards 235
Maestro, MasterCard and Visa are the only payment card brands accepted by online retailers 235
Online accounts 236
PayPal registers a rate of acceptance among online retailers that is comfortably ahead that of PayU 236
Mobile payments 238 Bank transfers 238
Three quarters of retailers that sell online accept direct bank transfers for online purchases 238
Other methods of online payment 239
Payments on delivery are accepted by online retail brands in all relevant categories apart from one 239
29.0 SLOVENIA 240
Introduction 240
Overview 241
All five online payment types achieve some degree of acceptance among online retailers in Slovenia 241
Payment cards 242
Six payment card brands plus private cards enjoy online acceptance 242
Online accounts 243
At present, PayPal has Slovenia's online account market to itself 243
Mobile payments 245
with Moneta.si the only visible competitor in mobile online payments 245
Bank transfers 246
A majority of Slovenia's online retail brands accept direct bank transfers 246
Other methods of online payment 247
but fewer online retailers accept any other types of online payment 247
30.0 SPAIN 248
Introduction 248
Overview 249
Online accounts are accepted by over a half of major retail brands with an online sales capability 249
Payment cards 250
Eight different payment card brands enjoy online acceptance among major retai

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