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Insights and Expertise

I work with businesses in emerging and established mar-
Localization is more than language kets to identify what matters to their customers at the mo-
translation. What counts as a normal ment of payment. Often, it’s not what merchants expect.
It’s what customers feel and whether that feeling is enough
payment flow in one market may to complete the sale.

feel alien in another. When merchants align their payment stack with real cus-
tomer preferences; and acquirers, ISOs, and PSPs support
And when merchants overlook local nuances, the cost isn’t that alignment; the result is often better performance
limited to abandoned carts. It can lead to a rise in support across conversion, satisfaction and retention.
tickets, higher chargeback rates and, in some markets,
even regulatory complications. A smoother, locally at- Recognizing the psychology behind payment decisions
tuned checkout flow reduces those risks and strengthens is key to building checkout experiences that are not only
long-term customer relationships. functional but also trusted and effective. For merchants
and payment professionals, the next wave of optimization
Checkout psychology is subconscious won’t just come from new tools. It will come from bet-
ter alignment with how people think and feel when they
Consumers don’t always know why they prefer one meth- pay—and a willingness to adapt those insights into every
od over another. They may say they want fast payments transaction, in every market.
but still opt for cards or PayPal over account-to-account
(A2A) options. Why? Because those methods feel known.
They're embedded in habit. And habit often beats out logic. Zaki Farooq is CTO and co-founder of PayFuture, www.payfuture.net,
the local payments connector for emerging markets. Contact him via
The challenge for merchants and payment providers is to LinkedIn at linkedin.com/in/zakifarooq.
remove unnecessary doubt from the process. Confusing
design, unclear instructions and unfamiliar interfaces
all introduce uncertainty. Once doubt creeps in, aban-
donment isn’t far behind.
COMPANY
This is why simplicity must be paired with reassur- PROFILE Get the right
ance. A checkout that feels right to consumers is one Company Name
that flows as expected, shows clear confirmation steps L Logo Contact folks talking
go
o
and presents trusted options first. Psychology, not Position
Phone Number
just UX, determines whether a transaction completes. Email Address about your
Website
Incentives shift behavior Company’s story: business with a

Lorem ipsum dolor sit amet, consectetur adipiscing
elit, sed do eiusmod tempor incididunt ut labore et
When introducing new payment methods, particular- dolore magna aliqua. Green Sheet
Ut enim ad minim veniam, quis nostrud exercitation
ly those that lower fees like A2A, merchants can’t rely ullamco laboris nisi ut aliquip ex ea commodo conse- Company profile!
quat. Duis aute irure dolor in reprehenderit.
on the tech alone to drive uptake. Incentives work.
A PYMNTS Intelligence and Amazon Web Services
study showed that 40 percent of U.S. consumers who We’ll help you showcase
haven’t used A2A would try it if it came with a re-
ward. Among younger groups, that number exceeds Your products and services
60 percent (see http://bit.ly/4lzkz3S). Your mission
Your skills and expetise
Merchants can use this insight tactically. Trial dis- We’ll tell the world
counts for A2A payments. Offer loyalty points. Make Why your company matters
the benefit clear up front—faster refunds, lower fees, Take steps now to
exclusive access—and track how adoption changes Enhance your visibility
over time. Boost your credibility
The commercial upside of psychological insight Gain industry recognition
Unlock networking opportunities
This isn’t academic. It’s commercial. Failed transac- Stir investor interest
tions cost merchants money. So do abandoned carts, Don’t delay!
chargebacks, and customer churn caused by confu-
sion or mistrust. Understanding why a customer Contact Rick Aston today at
makes the choices they do at checkout isn’t a soft sci- 707-284-1693 or rick@greensheet.com
ence. It’s a hard lever for improving performance.

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