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Chapter
ChapterTitleTitleEducation

Reduce shopping Businesses typically like to receive payments in the
currencies they are comfortable accepting, not the
cart abandonment: currencies their customers are interested in paying
with. While it is understandable that trying to process
payments from around the world in different currencies
Three tips and payment types can be a logistical nightmare for
merchants, it is a simple obstacle to address. The easiest
way to overcome this is to integrate with a third-party
By Ralph Dangelmaier payment platform that handles the complexities of
payment on a merchant's behalf so that the merchant
BlueSnap can be more productive in fulfilling and processing

t's no secret that more consumers are turning to orders rather than figuring out payments.
online shopping for the convenience it offers, but
the truth is that online shopping is hardly without 2. No local language
I hassles. In fact, it can be a nightmare for merchants.
While giant online merchants like Amazon Inc. and eBay If customers can understand exactly what they are
Inc. have mastered the process of capturing an online buying and being charged for, they will be more
sale, most e-commerce sites continue to limp through the comfortable paying online. Unfortunately, most online
process. payment platforms do not offer a fully localized
checkout experience that includes local languages and
Impact of payment complexities currencies. This leads to customer confusion and a
high rate of cart abandonment.
In the complex world of
payments – including leveraging
promotions effectively, automating
subscription renewal and website Businesses typically like to receive payments in the currencies
optimization – the struggle for they are comfortable accepting, not the currencies their custom-
small to midsize merchants can ers are interested in paying with. While it is understandable that
seem unending. According to trying to process payments from around the world in different
the latest research from Baymard
Institute, the online shopping cart currencies and payment types can be a logistical nightmare for
abandonment rates are as high as merchants, it is a simple obstacle to address.
67 percent – a startling percentage
given the increasing number of
consumers who like to shop online.
Indeed, online retail sales are expected to grow between 9 3. No single-click buying
to 12 percent in 2013.
For returning shoppers, filling out personal
Studies have shown that shopping cart abandonment rates information each time a purchase is made can be
increase when the payment complexities of the global frustrating, especially if customers are using mobile
marketplace come into play. Language barriers, alternate devices. Single-click encourages shoppers to come
payment types and currency issues all make up the reality back and easily purchase again. They don't need to
of today's online shopping experience. re-enter their information or even have a credit card
Roots of shopping cart abandonment handy. Including a Buy Now button on any page can
go a long way toward encouraging repeat buyers
In the real world, there are many reasons why shoppers (think "iTunes" buying on e-commerce sites).
abandon their carts. Following are three of the top reasons
why shoppers close out before making those shiny new There are dozens of reasons why customers leave a website
toys their own: empty handed, but following these simple tips, can help
increase actual checkouts and, ultimately, a merchant's
1. Lack of local currency or local payment types bottom line.
Ralph Dangelmaier is Chief Executive Officer of BlueSnap. He
E-commerce can be a great medium for businesses to has more than 25 years of experience in the payments industry.
open their doors online and offer goods and services Most recently, he served as the President of Global Markets and
worldwide. However, many businesses are leaving Services for ACI Worldwide, and prior to ACI, he was the CEO of
money on the table by alienating the global audience P&H Solutions, leading the business from its early stages to more
because they do not have the provisions to accept
payments in multiple currencies and payment types. than $40 million of revenue before its acquisition by ACI in 2006.
Contact Ralph at ralph.dangelmaier@bluesnap.com.
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