Are you alienating ‘Generation Y’?

Frank Breuss, director of international sales at The PPRO Group believes that merchants may be alienating more valuable customers than they think.

The advent of internet shopping has made the world of commerce a much smaller place. Consumers in generation Y can now shop without borders and order goods from all over the globe with minimal restrictions. This offers a huge opportunity for retailers to maximise sales and those that offer international services have a competitive edge over other merchants.

‘Generation Y’ in particular relies heavily on the internet and regularly uses it to shop. Younger people tend to be less cautious and are far more open to searching on multiple, unfamiliar sites for the best price on a new TV or ordering a new phone case from China because it’s so much cheaper.

However, retailers are missing out on a huge target of customers from all around the world simply by not considering payments. Although the younger generation is more comfortable with inter-territory purchases – 67% of 18-24 year olds said they would happily order from an overseas market – a massive 64% of them fail to complete a transaction solely due to the payment process. In contrast to this, only 38% of the over 55s would purchase from overseas. This shows that international retailers absolutely need to offer a variety of payment methods to young people in order to not lose out on such a large portion of their potential overseas customer base.

It’s key that ‘Generation Y’ is being offered trusted and recognised payment methods when shopping online, especially when visiting international merchants. Alternative payment methods resonate with the younger audience who are willing to shop internationally and will ensure the sale is finalised, rather than lost.

Payment technologies are also becoming increasingly sophisticated and as ‘Generation Y’ is often considered digitally native, they will also be open to many alternative payment options, which older consumers may doubt and feel uncomfortable using. The easier it is for young people to shop, the more money they are likely to spend.

‘Generation Y’ is also very socially active online. Therefore, additional payment methods through social media, including Facebook and Twitter, are providing new opportunities too, especially considering the huge reach of both sites. A Facebook payment service has enormous potential for success considering the size and spread of the network: 1.3 billion people are active on Facebook every month, including 945 million via the mobile app. Whether users will put their trust in these when sending money though, remains to be seen – although, it seems that the younger generation are more tech-savvy and will be more likely to trust this technology. Again, the specific payment methods per country will need to be considered here for international merchants.

This just touches the surface of international payment issues. As you can see there are many factors that need to be considered – age, gender, location and payment preference are all just examples of this. Merchants need to properly consider the best way to make their payment systems accommodate their customer base – otherwise, there will only be a competitor offering the same product, with a more preferred payment method.

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