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Insights and Expertise

In practical terms, that may mean offering opt-outs, sim-
• Generation Alpha (born 2010–2025) – emerging pler language around consent and avoiding data collec-
digital consumers: Though still young, Gen Al- tion that isn't absolutely necessary. What seems smart to a
pha exerts considerable influence on household business can easily feel invasive to a customer.
spending, especially in digital domains. Children Crypto and digital assets on the radar
aged 8 to 15 drive over a quarter of non-essential
monthly household spending, with a significant Gen Alpha isn't transacting with crypto en masse … yet.
portion directed toward digital products and But they are exposed to it far earlier than previous gen-
services. Their brand preferences are shaped by erations, and their comfort with digital tokens, stablecoins
social trends and digital marketing, with popu- and in-game currencies may eventually translate into pay-
lar items including in-game upgrades and brand- ment expectations. That doesn't mean providers need to
ed merchandise. Despite their digital fluency, pivot into crypto overnight. But it does mean infrastruc-
many still enjoy in-store shopping experiences, ture should be flexible enough to integrate token-based
expecting technology to enhance these interac- rails or digital asset gateways in the future. The key is op-
tions. businessinsider.com+3checkout.com+3gwi. tionality: being able to offer the right tools when demand
com+3businessinsider.comlbbonline.com materializes.

Understanding these generational nuances is vital As the regulatory environment continues to evolve, par-
for businesses aiming to cater to diverse consumer ticularly around CBDCs and cross-border stablecoins, ear-
expectations. As Gen Alpha matures, their digital-first ly integration work could prove valuable. Providers that
mindset will further redefine commerce, making it are already thinking about security, identity verification
imperative for brands to adapt proactively. and fraud risks in these spaces will have a head start.

Social discovery, embedded commerce
of whom are selling to Gen Alpha, can’t set up and track For Gen Alpha, commerce is less about websites and more
their payments from a phone, they’ll seek out competitors about experiences. They discover products through in-
that let them. fluencers, livestreams, games and social platforms, and
Friction will lose sales expect to purchase them without being redirected or de-
layed. This requires acquirers and processors to support
One of the defining traits of Gen Alpha is their low toler- embedded commerce: checkout within video content,
ance for process. Whether shopping, streaming or gam- QR-linked posts or buy buttons in third-party apps. It
ing, they expect to move from discovery to transaction in also means embracing peer-to-peer payment culture. Gen
a few clicks or taps. Anything more feels like an obsta- Alpha doesn't distinguish between sending money to a
cle. For ISOs and acquirers, simplifying onboarding and friend and paying a merchant; they expect both to be in-
streamlining payment flows is no longer optional. Tools stant, trusted and simple.
like biometric logins, pre-filled credentials and invisible
payments are fast becoming the standard. And for mer- For many merchants, the next customer touchpoint won't
chants, slow checkouts or complex authentication steps be a website, it'll be a moment. Capturing it depends on
could result in real revenue loss. the right payment tools appearing in the right context.

It's not just about front-end experience either. Speedy dis- The long view: beyond infrastructure
pute resolution, consistent authorization rates and intelli- Meeting Gen Alpha's needs won't be a matter of adding a
gent routing in the background are key to the it-just-works new feature. It will require deeper changes to how pay-
mindset Gen Alpha expects. Reliability will be as impor- ments are offered, secured and integrated. Providers will
tant as speed.
need to rethink settlement times, explore new API stan-
AI and biometrics: promise with limits dards and reduce reliance on rigid card schemes.t

To Gen Alpha, using a fingerprint or face scan to pay won't This shift isn't just about satisfying younger consumers;
feel novel; it will feel natural. Biometric authentication it's about helping merchants stay competitive in an econ-
provides both speed and perceived safety, and it's likely to omy shaped by them. Providers that move early will give
be widely adopted. So, too, is artificial intelligence, which merchants the tools to thrive. Those who wait may find
will underpin everything from fraud detection to smart their solutions slowly phased out.
checkout logic. But there's a caution here: this generation
is growing up in a world full of conversations about data Gen Alpha won't be dazzled by payment options. They'll
rights, algorithmic bias and digital ethics. Overly aggres- expect them to work wherever they are, in whatever con-
sive personalization or opaque AI systems will erode text they choose. That's not a future problem. It's today's
trust. Providers must be transparent in how they deploy challenge.
AI and give users meaningful control over their data.

Azimkhon Askarov, Co-CEO and partner at Concryt
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