The right payment option changes behaviour.
Payment preference is not a marginal consideration. The right payment option can influence whether UK customers complete a purchase, abandon it or switch to another retailer.
90%
are more likely to complete a purchase when their preferred payment method is available.
89%
say it is important for a retailer to offer their preferred payment method,
rising to
94%
among current BNPL users
92%
among Millennials
92%
among parents of Gen Alpha children.
49%
are likely to abandon a purchase if their preferred payment method is unavailable, up from 47% last year.
78%
are less likely to complete a purchase if checkout feels slow or complicated.
Customers expect a portfolio of trusted options.
UK consumers do not rely on one payment method for every purchase. Their behaviour is multi-method and context-dependent.
Debit card
76%
Cash
64%
Credit card
47%
Mobile wallet
47%
Bank transfer or direct deposit
37%
Peer-to-peer payment services
32%
Buy now, pay later
20%
Prepaid card
7%
Cheque
6%
The UK market is not moving towards a single universal payment behaviour. It reflects the expectation of choice.
Different purchases call for different ways to pay.
UK customers do not use one payment method for every purchase. Everyday purchases favour speed and simplicity, while larger, unexpected or seasonal purchases create a stronger need for flexibility, reassurance and control.
85%
say the payment method they choose depends on the type or size of purchase.
94%
prefer fast and simple payment methods for smaller everyday purchases.
68%
prefer payment methods that let them spread the cost for larger or unexpected purchases.
85%
say the payment method they choose depends on the type or size of purchase.
90%
prefer fast and simple payment methods for smaller everyday purchases.
68%
prefer payment methods that let them spread the cost for larger or unexpected purchases.
Purchase type
Speed and simplicity win for everyday spend.
94%
prefer fast and simple payment methods for smaller everyday purchases.
Merchant signal
Make checkout quick, familiar and low-friction.
Flexibility matters when purchases need more consideration
75%
say flexible payment options make them more confident completing larger purchases.
78%
say flexible payment options make purchases feel more manageable.
90%
prefer payment options that avoid revolving debt.
90%
prefer transparent upfront costs over rewards or perks.
Merchant signal
Show flexible payment options, payment timing and upfront costs early in the journey.
Merchant takeaway
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.
Payment choice matters more when the moment matters more.
80%
say having their preferred payment option available matters more than usual during major sales events or the festive shopping season.
85%
are more likely to buy a gift if they can pay in a way that feels manageable.
76%
find it frustrating to miss out on a sale because their preferred payment option is not available.
Merchant takeaway
During peak moments, the right payment mix can give customers confidence that their preferred option is available when it matters.
Case study
Label Menswear
Label Menswear was founded in 2019 with the guiding principle that designer menswear shouldn’t require paying full retail price. Partnering with Clearpay from 2020 helps Label Menswear deliver on this goal, with Clearpay adding another layer of customer choice for their fashion needs.
Clearpay helps Label Menswear support flexible, customer-first purchasing:
27%
of Label Menswear customers check out with Clearpay.
1 in 3
sales come from the Clearpay Shop Directory.
Lower return rate
than the sitewide average when customers use Clearpay.
“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
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.
