The New Rules of Checkout
UK shoppers are making considered, comparison-led choices at checkout. Explore what 4,004 UK consumers reveal about loyalty, trust and the changing role of payment choice.
Checkout is now a growth lever.
Payment choice can reduce hesitation, build trust and help customers feel confident enough to complete and return.
Control
Customers want to understand what they will pay, when they will pay and whether costs are clear upfront.
Conversion
Preferred payment methods can help turn purchase intent into completion.
Loyalty
A trusted, convenient checkout can influence whether customers return or move elsewhere.
What the new rules mean for businesses.
Explore why checkout has become a strategic growth moment and how businesses can respond to changing expectations around control, trust, Buy Now Pay Later (BNPL) and AI-assisted shopping.
Explore The New Rules of Checkout.
Get the insights behind The New Rules of Checkout and see what changing UK shopper expectations mean for loyalty, trust and payment choice. Plus, a forward view on how agentic commerce is reshaping the path to purchase.
Browse per chapter.
Chapter 1: Control is the new confidence
92%
feel more in control when they can choose how and when they pay.
UK customers want payment experiences that make purchases feel clear, manageable and in control.
Chapter 2: Checkout has become a loyalty moment
75%
say a convenient checkout and payment experience matters more than loyalty to a specific retailer.
A convenient, trusted payment experience can influence whether customers complete, return or move elsewhere.
Chapter 3: The right payment option changes behaviour
90%
are more likely to complete a purchase when their preferred payment method is available.
Preferred payment methods can influence completion, abandonment and switching.
Chapter 4: AI will change the journey before it changes the transaction
46%
have already used AI tools to research products or compare shopping options.
AI is already shaping research, comparison and decision support, but customers still want control at the point of purchase.
The five new rules of checkout
Merchant playbook
Checkout is where confidence, trust and loyalty are won or weakened.
Turn the research into practical actions for building cost clarity, earning loyalty, offering trusted payment choice and preparing for agentic commerce.
Flexible payments, clearer decisions: Where BNPL drives shopper confidence.
BNPL is a part of customers’ expected payment options, and it plays a clear role when purchases are higher-value or need to be spread over time.
1 in 5
UK consumers use BNPL.
92%
of current BNPL users say BNPL makes them more likely to complete a purchase by paying over time.
91%
of current BNPL users say it gives them more control over purchases.
89%
of current BNPL users say it reduces the stress of spending.
83%
of current BNPL users say it helps them better manage their finances.
Shopper priorities explorer.
Different customers need different forms of reassurance. Explore how UK consumers think about control, confidence, payment choice and trust, by generation or by payment behaviour.
Lens type
Shopper type
The considered shopper
UK shoppers are weighing value, checking costs and looking for payment experiences that help them stay in control. For merchants, the opportunity is to make the purchase feel manageable before the final payment screen.
90
%
say managing shopping expenses is important.
85
%
always carefully review their finances.
82
%
have a budget they try to stick to.
71
%
say sticking to a budget can be difficult.
79
%
say overspending on shopping purchases is stressful.
Merchant signal
Show costs, fees, delivery charges, payment timing and payment options early.
Control as confidence
Gen Z shoppers are navigating a fast-moving digital shopping environment. They need clear payment timing, visible costs and flexible options that make purchases feel more considered.
77
%
say they understand how to manage their personal finances, down from 81% year on year.
77
%
prefer payment methods that give them flexibility and control.
82
%
say flexible payment options make them more confident completing larger purchases.
Merchant signal
Help younger customers feel confident before checkout by making affordability and payment timing easy to understand.
Control as optimisation
Millennials value checkout experiences that help them plan, compare and optimise how they spend. Payment choice can help make purchases feel better matched to the moment.
84
%
say they understand how to manage their personal finances.
84
%
prefer payment methods that give them flexibility and control.
83
%
say flexible payment options make them more confident completing larger purchases.
54
%
are likely to abandon a purchase if their preferred payment method is unavailable.
Merchant signal
Give them a clear set of trusted options and make the benefits visible before checkout.
Control as practicality
Gen X customers are often balancing everyday expenses, household costs and higher-value purchases. Clarity, control and practical reassurance matter.
87
%
say they understand how to manage their personal finances.
88
%
prefer payment methods that give them flexibility and control.
78
%
say flexible payment options make them more confident completing larger purchases.
53
%
are likely to abandon a purchase if their preferred payment method is unavailable.
Merchant signal
Reduce uncertainty by showing the true cost and trusted payment options early.
Control as certainty
Boomers report the highest financial confidence, but control is still important. For this group, reassurance may come through recognisable payment methods, clear costs and secure checkout cues.
96
%
say they understand how to manage their personal finances.
87
%
prefer payment methods that give them flexibility and control.
Merchant signal
Prioritise familiarity, transparency and visible trust signals.
The default payer
Debit remains the default, but UK shoppers do not rely on a single way to pay. Merchants need a payment mix that reflects different purchase contexts.
Debit card is the most widely used payment method in the UK at
76
%
Merchant signal
Keep checkout fast and simple, while making alternative trusted options visible.
The digital-first payer
Mobile wallets are now a meaningful part of UK payment behaviour. Younger shoppers in particular expect payment choice to feel fast, familiar and digital.
47
%
of UK consumers use mobile wallets.
65
%
mobile wallet usage rises to this among Gen Z.
32
%
Gen Z credit-card usage — lower than UK average.
53
%
Gen Z cash usage — lower than UK average.
Merchant signal
Make digital payment options visible and easy to use across the journey.
The pay-over-time planner
BNPL plays a specific role in the wider payment choice ecosystem, particularly when a purchase is higher-value, seasonal or more considered.
1 in 5
UK consumers use BNPL.
24
%
of current BNPL users use it at least weekly.
53
%
use it at least monthly.
33
%
of Gen Z use it weekly or more often.
Merchant signal
Use Clearpay messaging on product pages so customers can see flexible payment availability and breakdown before checkout.
AI is already changing
how customers decide.
AI-assisted shopping is not a distant future behaviour. UK customers are already using AI to research products, compare options, check reviews and find deals. But the transaction still requires trust.
Shopper type
Used AI to research
Likely to use (1–2 yrs)
Gen Z
54%
46%
Millennials
59%
48%
Gen X
49%
43%
Boomers
28%
18%
54
%
have used AI to research or compare shopping options.
46
%
are likely to use AI to help complete purchases in the next one to two years.
Gen Z customers are already using AI as part of discovery and comparison. For this group, AI can shape the journey before they reach checkout.
59
%
have used AI to research or compare shopping options.
48
%
are likely to use AI to help complete purchases in the next one to two years.
Millennials lead current AI-assisted shopping research. They are a key audience for merchants preparing for AI-supported discovery, comparison and decision-making.
49
%
have used AI to research or compare shopping options.
43
%
are likely to use AI to help complete purchases in the next one to two years.
Gen X shows that AI-assisted shopping is already relevant beyond younger shoppers. Nearly half have used AI to research or compare shopping options.
28
%
have used AI to research or compare shopping options.
18
%
are likely to use AI to help complete purchases in the next one to two years.
Boomers are less likely to use AI in shopping, but their behaviour helps show where trust, familiarity and simplicity still matter most.
Gen Alpha points to the next shift.
Parents of Gen Alpha are already seeing how the next generation may reshape shopping and purchasing: more influence at home, more comfort with AI and a move towards mobile-first payment habits.
68
%
say their children influence the products and brands they buy.
56
%
say their children are more comfortable using AI or digital shopping tools than they are.
66
%
expect their children to use AI to compare products, prices and brands.
70
%
expect their children to rely less on traditional payment methods as consumers.
Merchant takeaway
Optimise now for AI-assisted discovery: clear product information, easy comparison, transparent pricing, visible reviews and trusted payment options at checkout.
Merchant playbook: The five key takeaways from “The New Rules of Checkout.”
The UK findings point to a new merchant playbook: one where checkout is not just the end of the journey, but a place where confidence, trust and loyalty are won.
Customers want to understand total cost before they commit. Unexpected fees, delivery cost shock and unclear payment timing create hesitation. Show costs early, explain payment timing clearly and avoid surprises at the final step.
“[With Clearpay], you’re very clear on what your repayment terms are.”
— Dan Beckles, Founder, Furniturebox
Checkout is now part of the loyalty equation. A clear, convenient and trusted payment experience can reinforce the customer relationship, while friction, unfamiliar payment options or missing preferred methods can give shoppers a reason to switch.
“I know that anytime I shop with a brand, I always scroll to the bottom [of the homepage] and see if they offer Clearpay, especially if I’m new to the brand. I think most brands offer buy now pay later options – we’d be missing a trick if Tropic didn’t.”
— Megan Anwyl, E-commerce Manager, Tropic Skincare
Recognisable payment options help customers feel safer, especially with new retailers. Display trusted payment options clearly and consider how payment providers can reduce concerns about card entry and personal data.
“We offer a lot of payment options at checkout, but Clearpay is by far our most used, and most trusted, BNPL provider.”
— George Graham, Wolf & Badger
Consumers use different payment methods for different purchases. Match payment options to category, purchase value and customer intent rather than assuming one method fits every moment.
“We track a lot of traffic from the Clearpay merchant directory too, which is great. Every day, we’re benefitting from a reduction in the severity of demand fluctuation, increased AOVs, and lower return rates. Our customers give positive feedback on the Clearpay offer.”
— Kieran Noble, Director, Label Menswear
AI is already shaping the early half of the shopping journey. Businesses need to make product information easy to find, compare and trust, while combining AI-ready content with clear pricing, transparent payment information and trusted payment options at checkout.
“AI is here, and it’s going to grow. What matters now is building the trust, loyalty and customer relationships that can carry retailers through whatever comes next.”
— Rich Bayer, CEO, Clearpay
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GET THE New Rules of Checkout
DOWNLOAD the report
GET THE New Rules of Checkout
DOWNLOAD the report
GET THE New Rules of Checkout
DOWNLOAD the report
GET THE New Rules of Checkout
DOWNLOAD the report
GET THE New Rules of Checkout
DOWNLOAD the report
GET THE New Rules of Checkout
Get The New Rules of Checkout.
Download the full Clearpay report to explore the insights behind The New Rules of Checkout and what it means for loyalty, payment choice and AI-assisted commerce.
Methodology
Morning Consult conducted the Afterpay/Clearpay “New Rules of Checkout” Survey between June 15-25, 2026 among 4,004 UK adults aged 18 and over. Interviews were conducted online, and the data were weighted to approximate a nationally representative sample based on age, gender, education, and region. The overall margin of error is ±2%.
All referenced brand statistics provided by brands.
