The most popular payment methods in Europe: Why localisation is the key to conversion

The diversity of consumer behavior across the continent requires businesses to offer local payment methods tailored to each market to boost conversion, reduce cart abandonment, and increase customer satisfaction.

Why localisation in payments matters

Consumers are more likely to complete purchases when their preferred local payment option is available. This is especially critical in Europe, where habits vary dramatically between neighboring countries.

The rise in mobile commerce and the evolution of fintech have further diversified the payments landscape. As of 2024, digital payments account for 59% of Europe’s e-commerce transaction value, a significant rise from 39% in 2014, and that figure is expected to hit 75% by 2030. (source: The Global Payments Report 2025)

Below is a detailed look at the most popular payment methods across key European markets, updated with the latest data and forecasts.

Germany

Top Methods: SEPA Direct Debit, PayPal, credit/debit cards

Germany remains one of Europe’s most complex and fragmented payment markets. While international cards like Visa and Mastercard are accepted, Germans continue to favor methods that directly connect to their bank accounts.

SEPA Direct Debit is a key recurring payment method, representing 33.5% of all cashless transactions in Germany as of 2024. It’s particularly strong in sectors like insurance, utilities, and subscriptions.

PayPal holds a strong position in e-commerce, due to its wide acceptance and buyer protection benefits. As of 2024, 89% of German respondents reported using PayPal for online payments. (source: PayPal)

This broad range of bank-based and digital wallet methods means businesses need to offer multiple options to satisfy consumer expectations.

Austria

Top Methods: EPS, credit/debit cards

Austria remains a market with high cross-border activity. According to the International Trade Administration, 49.7% of Austrian online retail involves cross-border transactions.

EPS (Electronic Payment Standard) is Austria’s key local bank transfer system, supported by all major Austrian banks. It is integrated into the systems of over 80% of Austrian online merchants.

Credit card usage is steadily increasing. In Q3 2024, Austrians made 9.45 million credit card transactions, according to data from the Austrian National Bank.

With strong digital infrastructure and a high level of trust in local payment options, merchants entering the Austrian market should prioritize offering EPS and domestic card schemes at checkout.

Poland

Top Methods: BLIK, bank transfers, cards

BLIK continues its rapid growth in Poland. In Q1 2024, BLIK recorded 518 million transactions  worth PLN 73.9 billion (17.1 billion EUR), marking a significant increase of nearly 40% compared to the previous year. By the end of March 2024, 16.3 million users were actively using the solution

Finland

Top Methods: MobilePay, bank transfers

MobilePay has solidified its position as a leading mobile payment solution in Finland. By the end of 2023, the app had over 2.6 million users in the country, with more than 331,000 new users joining that year. Approximately 72% of these users were active on a monthly basis. (source: Vipps MobilePay)

While card payments dominate by volume, bank transfers remain significant in Finland’s e-commerce, accounting for 40% of the total transaction value in the first half of 2024. They are especially preferred for higher-value purchases due to their security and trust among consumers (source: Bank of Finland, 2024).

Netherlands

Top Methods: iDEAL

iDEAL remains the dominant method, enabling direct online bank transfers. It covers about three-quarters of the Dutch market for online payments in e-commerce. In 2024, spending with iDEAL increased by 13%, and annual spending is now almost as high as that with debit cards.

Belgium

Top Methods: Bancontact

In 2024, Bancontact solidified its position as Belgium’s leading online payment method, recording 382 million online transactions, marking a 19.7% increase from the previous year. Notably, 90% of these online payments were made using smartphones, highlighting the growing preference for mobile transactions among Belgian consumers. (source: Bancontact Payconiq)

This trend underscores the importance for online merchants targeting the Belgian market to integrate Bancontact into their payment options, ensuring they cater to the preferred payment habits of local consumers.

France

Top Methods: Cartes Bancaires (CB)

Cartes Bancaires (CB) continues to be the most widely used payment method in France. As of 2023, approximately 76 million CB cards are in circulation, and the network processes around two-thirds of everyday transactions for French consumers. (source: Reuters)

In 2024, the number of payments made in cash at points of sale was, for the first time, surpassed by card payments .(source: Banque de France)

Italy

Top Methods: Satispay, MyBank

Satispay, an Italian mobile payment platform, has expanded its user base to over 5 million across Italy, France, and Luxembourg. The service enables users to pay in online stores, exchange money between contacts, and access services including meal vouchers, gift vouchers, mobile top-ups, bill payments, and gift cards.

MyBank enables real-time bank transfers for both consumers and businesses. As of 2025, it’s used by over 260 banks across Europe, especially in Italy. In 2022, MyBank processed €10 billion in transactions, with volumes continuing to grow. (source: MyBank)

Portugal

Top Methods: Multibanco, MB WAY

MB WAY is Portugal’s leading mobile payment method with 6.2 million active users, covering 94% of the banking market. In 2024, it processed over 220 million online transactions, making up 43.8% of all card-not-present e-commerce payments. (source: MB Way)

Shoppers prefer MB WAY for its speed and simplicity – no card data entry, just mobile confirmation. It’s a proven tool to boost conversion and reduce cart abandonment.

Multibanco remains a trusted local method. Customers select it at checkout and pay via ATM, online banking, or MB WAY. It’s widely used for both online purchases and service payments due to its reliability and reach.

Croatia

Top Methods: Aircash

Aircash is Croatia’s first licensed digital wallet and is increasingly used for online payments. As of 2024, it has surpassed 1 million users, with around 650,000–700,000 based in Croatia. (source: Poslovni.hr)

Broader trends in European e-commerce

European e-commerce is undergoing a significant transformation driven by evolving payment preferences and technological advancements. Digital wallets have seen remarkable growth, rising from 21% of e-commerce value in 2014 to a projected 46% by 2030.

Account-to-account (A2A) payments are also gaining traction, expected to capture 21% of the market by 2030, fueled mainly by innovations in open banking. Mobile payments have emerged as a dominant force, now accounting for 57% of global e-commerce transactions, up from just 19% in 2014, fundamentally changing how Europeans pay online.

Despite the rise of alternative methods, cards remain foundational, powering over 65% of the global digital wallet volume, including indirect usage through wallet-linked cards. These trends reflect a dynamic and rapidly evolving e-commerce ecosystem across Europe.

(source: Global Payments Report)

One size does not fit all

As consumer behavior and technology evolve, merchants must continue to adapt. Localisation is more than just language; it’s about understanding the payment culture of each market and tailoring your checkout experience accordingly.

Offering the right mix of local payment methods can make or break your conversion rate in Europe. Partner with a provider like TrustPay to ensure you’re optimized for each market.

Let our experts help you craft the perfect payment experience across Europe. Contact us at sales@trustpay.eu  or explore our solutions at https://www.trustpay.eu/more-payment-methods/ .