Merchant playbook: 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.
1
Make cost clarity a conversion tool.
Customers want to understand the total cost before they commit. Unexpected fees, delivery cost shock and unclear payment timing create hesitation. Merchants should 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
2
Earn the next purchase at checkout.
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
3
Treat trusted payment options as brand reassurance.
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
4
Build payment choice for every purchase context.
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
5
Optimise now for AI-assisted discovery and decision-making.
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.
