Having just returned for the latest edition of Merchant Payments Ecosystem in Berlin, its clear that in today’s borderless digital economy, offering the right mix of payment methods is no longer just good practice — it’s business-critical.
According to the latest data from the ECDB, global e-commerce markets diverge significantly in the number and types of payment options consumers expect, underscoring the importance of localisation in payment strategy.
More Isn’t Always Better — Except in Japan and Brazil
Japan leads the pack globally with online merchants offering an average of 9.5 payment methods per site, followed closely by Brazil at 7.9.
Both markets are heavily card-centric, with Visa and Mastercard almost universally accepted — 92.9% and 92.4% in Japan; 97% and 96.8% in Brazil, respectively.
This points to a key insight: a high number of payment options doesn’t necessarily mean diversity — it may simply reflect a fragmented card ecosystem, where acceptance of multiple card brands and issuers is essential for conversion.
For global merchants, Visa and Mastercard remain non-negotiables in most Western markets, often appearing in tandem with PayPal — a trio of trust that underpins digital commerce across Europe, Australia and beyond.
Digital Wallets Dominate in Asia
China bucks the trend.
Despite having the largest global e-commerce market by volume, merchants in China offer an average of just 4.2 payment methods.
But what looks like limitation is actually strategic focus: Alipay and WeChat Pay dominate, embedded not just in online retail but across the entire digital lifestyle.
South Korea follows a similar trajectory, averaging 6.2 payment methods, with strong uptake of domestic e-wallets like Kakao Pay, Payco and Naver Pay, alongside bank transfers — still the dominant method by transaction volume.
Both countries rank among the world’s most digitised societies, with e-commerce penetration rates of 27.8% in China and 23.9% in South Korea.
Their payments infrastructure reflects not variety, but vertical integration and digital maturity.
Cash Still Has Cultural Cachet
Despite the rise of digital-first solutions, legacy payment methods endure — and in some cases, thrive.
Cash on delivery remains a top-5 option in markets such as India, Mexico and Greece, where infrastructure constraints and consumer trust in prepayment remain barriers.
In Germany, over 72% of merchants offer bank transfers, and 46.6% support Sofortüberweisung, a real-time transfer service.
These preferences often trace back to cultural perceptions of security and reliability.
Localisation Over Standardisation
For international merchants, the message is clear: payment choice drives trust and conversion — but those choices are deeply local.
Instead of overwhelming consumers with a laundry list of options, businesses should prioritise regional relevance and user experience.
That means integrating GrabPay in Singapore, GCash in the Philippines or PIX in Brazil, depending on the market — not just sticking to global standards.
Visa and Mastercard may be the common denominator, but beyond them, one size most definitely does not fit all.
The post Global e-commerce and the payment mix: Why one size doesn’t fit all appeared first on Payments Cards & Mobile.
