For retailers, the checkout is now the moment of truth for customers

My Nguyen

25th Jul 2025

While Australians have high confidence when it comes to purchasing online, new research reveals that the checkout experience is now the primary pain point affecting buying decisions. 

According to a report from Checkout, with the rise of technology, including artificial intelligence, biometrics, and new payment methods, shoppers have become increasingly cautious about digital shopping, which requires active engagement and high expectations of security. 

“For Australian consumers, the payment experience is where confidence is won or lost,” said Monique Biady, head of commercial at Checkout.com.

The payment process can erode consumers’ trust in online shopping if they encounter shortcomings in the verification or return process. 

Approximately one in three shoppers is likely to reconsider shopping online when faced with a slowdown and complexity in the payment process. 

For Australians, nearly half say the uncertainty about the payment safety negatively affects their trust and loyalty, and more than a third are put off by the complicated return process. And 41 per cent lose confidence when their preferred payment method is not applicable. 

“A friction-free, secure checkout experience is essential. Consumers expect performance, security, and transparency at every step. When that expectation isn’t met, they simply walk away,” said Biady.

The report indicated that digital behaviours are influencing consumer expectations in Australia, particularly among younger generations. 

Approximately 44 per cent of Australian Gen Z consumers check prices online while shopping in-store, with 36 per cent making online price comparisons. Additionally, 54 per cent decide to buy based on online reviews.

Among Gen X consumers, 45 per cent favour purchasing second-hand goods, reflecting growing adoption of sustainability and the circular economy.