Zip Research Reveals 83% of U.S. BNPL Users With a Preferred Provider Would Likely Abandon a Purchase Without It

Nearly half of surveyed shoppers have already abandoned a purchase in the past year, underscoring the critical importance of payment choice and flexibility for modern digital retailers as competition for consumer loyalty intensifies.

Zip, the global digital financial services company trading on the Australian Securities Exchange under the ticker ASX: ZIP, has released new research shedding light on how consumer payment preferences directly dictate where and how people shop. According to the newly published data, the availability of specific financial tools at the digital checkout counter has become a major deciding factor for modern consumers. Among surveyed U.S. buy now, pay later users who maintain a preferred provider, an overwhelming 83% reported that they would be likely to walk away from a transaction entirely if their preferred BNPL service were missing from the payment options.

The findings illustrate a fundamental shift in consumer expectations regarding digital commerce. For years, digital retail strategy focused primarily on product variety, competitive pricing, and fast shipping logistics. However, as alternative payment methods continue to mainstream across digital storefronts, checkout flexibility has evolved from a secondary convenience into a primary driver of customer retention and brand loyalty. Consumers are no longer just browsing for goods; they are actively seeking out familiar, trusted financial ecosystems that allow them to manage their cash flow transparently and efficiently.

The real-world consequences of failing to provide these preferred options are already impacting merchant revenue streams. Among the respondents surveyed by Zip, 46% acknowledged that they have already abandoned at least one online purchase over the past 12 months simply because their preferred buy now, pay later provider was not integrated into the checkout interface. This high rate of cart abandonment highlights a tangible risk for merchants who rely on a one-size-fits-all payment gateway model.

The financial impact of these abandoned carts is substantial. Of the shoppers who admitted to walking away from a purchase due to a lack of payment choice, 39% revealed that they did not simply postpone their shopping trip or pay with a traditional credit or debit card instead. Crucially, they went on to complete their purchase from a different retailer entirely, representing a direct loss of customer acquisition and revenue for the original merchant. Furthermore, the survey data indicates that 75% of those abandoned shopping carts with a reported value were worth $100 or more, demonstrating that shoppers are walking away from high-value transactions over checkout preferences.

Rory Herriman, President and Interim CEO of Zip US, emphasized the strategic implications of these consumer habits for the broader retail landscape. Payment choice is not just a checkout feature; it actively shapes where consumers choose to shop. These findings reinforce the importance of giving customers access to financial tools they know and trust. For retailers, offering the right payment options means creating better shopping experiences and reducing the risk of losing customers at the final hurdle of the purchasing journey.

The research also highlights how alternative payment methods influence consumer behavior long before the final checkout screen. The findings reflect Zip’s broader corporate commitment to putting customers first by offering flexible, transparent payment options that support greater control and confidence in their financial decisions, while simultaneously helping merchants better serve the shoppers they want to keep. As consumer demographics shift toward younger digital natives who favor budgeting visibility over revolving credit card debt, the role of transparent digital credit continues to expand across multiple retail categories, ranging from apparel and electronics to travel and home goods.

With the crucial holiday shopping season approaching, Zip encourages merchants to closely evaluate their checkout infrastructure to ensure they are meeting consumer expectations and capturing high-intent shoppers who plan on utilizing buy now, pay later solutions. The company’s findings suggest that digital storefronts must adapt quickly to the growing demand for payment flexibility if they hope to maintain conversion rates and protect their bottom lines against competitors who offer a wider array of trusted checkout alternatives.