Control is the new confidence.
UK consumers are not passive at the point of purchase. They are weighing value, checking costs, comparing alternatives and looking for payment experiences that help them feel in control.
92%
feel more in control when they can choose how and when they pay.
89%
say understanding payment fees or penalties before purchase is important.
87%
feel confident managing spending when costs and payment timing are clear upfront.
86%
prefer payment methods that give them flexibility and control.
89%
say transparency in cost matters more than rewards when choosing how to pay.
90%
prefer payment methods with transparent upfront costs over rewards or perks.
The value equation has changed.
Price remains the leading factor in purchase decisions, but value is no longer only about getting the lowest price. It is also about confidence: understanding what a purchase will cost, when payments will happen, whether fees apply and whether the process feels clear enough to support a considered decision.
36%
choose getting the best price or deal as the top purchase driver.
26%
say feeling confident they are making the right decision matters most.
13%
say having control over when and how they pay matters most, rising to 21% among BNPL users.
The result is a more deliberate shopper. 85% of UK consumers tend to wait or compare options before committing to a purchase, while 80% say they are more likely to abandon a purchase than compromise on quality or value.
What builds checkout confidence?
Explore the four checkout levers that help UK shoppers feel clearer, safer and more in control before they reach the final payment screen. In the UK, clarity can be more persuasive than incentives.
89%
say understanding payment fees or penalties before purchase is important.
87%
feel confident managing spending when costs and payment timing are clear upfront.
86%
prefer payment methods that give them flexibility and control.
90%
prefer payment methods with transparent upfront costs over rewards or perks.
Unclear costs create hesitation. Show fees, delivery charges and total cost before the final step.
Payment timing should not be discovered at the end of the journey.
Choice matters most when it gives customers a sense of control.
In the UK, clarity can be more persuasive than incentives.
Merchant takeaway
Build control into the journey before the customer reaches the final payment screen. Total costs, delivery charges, fees, payment timing and available payment options should be visible early.
CASE STUDY
Furniturebox
Furniturebox was founded in 2015 by school friends Monty George and Dan Beckles, who spotted an opportunity to bring furniture shopping online before the category had fully gathered momentum. Today, its customer-first model includes free and next-day delivery, plus flexible payment choice for higher-value purchases.
Clearpay helps Furniturebox make furniture purchases feel more manageable while supporting growth:
Ships around
400
orders globally every day.
Employs
80+
people.
Clearpay customers spend
8%
more on average than customers using other payment methods.
13%
of Clearpay orders come directly from the Clearpay app.
“Furniture can be an investment so Clearpay helps customers spread that cost.”
— Dan Beckles, Founder, Furniturebox
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
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.
