An online store can accept cards, digital wallets, bank payments, buy now, pay later (BNPL), and other methods—but the right mix depends on customers’ markets, preferences, purchase sizes, and the costs and workflows the merchant can support. There is no single payment lineup that works for every store or country.
What payment methods can an online store accept?
Most eCommerce checkouts are built around one or more of these categories. Availability and the exact customer experience depend on the country, payment provider, and how the merchant has integrated the method.
- Cards: Credit and debit cards processed through card networks and the customer’s card issuer.
- Digital wallets and mobile payment applications: Services that let customers pay using stored credentials or a linked funding method.
- Bank transfers and direct debit: Payments drawn from a customer’s bank account, with different authorization and settlement flows.
- Real-time account-to-account payments: Payments sent directly between bank accounts through a local payment system or service.
- Buy now, pay later (BNPL): Options that let eligible customers defer or split payment under a provider’s terms.
- Local and other options: Market-specific payment services, cash on delivery, gift cards, and prepaid options.
Merchant acceptance and customer use are different measures. In Visa Acceptance Solutions’ 2025 merchant survey, respondents accepted an average of 4.3 payment methods; 80% accepted cards, 73% digital wallets, and 58% bank transfers or direct debit. These are survey findings, not a recommended number or universal market benchmark. Read the 2025 Global eCommerce Payments & Fraud Report.
Consumer behavior also varies by geography. In the euro area in 2024, cards accounted for 48% of online payments and e-payment solutions for 29%. The European Central Bank’s e-payment category includes wallets and mobile applications, and its results vary by transaction value; these figures should not be generalized to other regions. See the ECB’s 2024 study.
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How the main eCommerce payment methods work
Cards
When a customer pays by card, the payment request is routed through the relevant card network to the issuer, which approves or declines it. Depending on the transaction and setup, the customer may be asked to authenticate the payment. Merchants also need processes for refunds and disputes, including cases in which a customer challenges a charge. Network rules, fees, and dispute procedures are not uniform, so merchants should confirm the terms that apply to their provider and markets.
Digital wallets and mobile payments
A wallet can make checkout quicker by allowing a customer to use stored payment credentials or a linked funding source instead of entering details again. Wallets and mobile applications are not one universal payment rail: their availability, authentication steps, and funding options differ by service and market. In its euro-area statistics, the ECB groups wallets and mobile applications under “e-payment solutions.”
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Bank transfers and direct debit
Both methods draw money from a bank account, but the customer’s authorization flow and the merchant’s experience can differ. A bank transfer may require the customer to initiate or confirm a payment; a direct debit generally relies on permission to collect funds. Settlement timing, reversibility, and availability vary by market and provider. The Visa Acceptance Solutions survey groups bank transfers and direct debit together in its acceptance figures, so those figures do not show how commonly merchants accept each one separately.
Real-time account-to-account payments
These services move payments between bank accounts through local systems or providers. “Real-time” describes the payment category, not a guarantee that every transaction will settle instantly or that the method is available everywhere. Confirm local coverage, customer experience, and settlement terms before relying on it at checkout.
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Buy now, pay later
BNPL providers may let eligible customers delay payment or split it into installments. For merchants, it can offer another way to serve customers, but it is not cost-free or operationally simple. A Bank for International Settlements cross-country analysis notes that merchants pay fees to platforms in exchange for transferring credit risk and broadening their customer base. Before offering BNPL, check provider fees, eligibility rules, repayment terms, and how refunds and disputes are handled. Applicable consumer protections also vary by jurisdiction. Read the BIS cross-country analysis.
Local, cash-on-delivery, gift-card, and prepaid options
A payment method that matters in one country or customer segment may be uncommon elsewhere. Cash on delivery, local payment services, gift cards, and prepaid options can address specific needs, but a global acceptance average does not establish demand in a particular market. Use your customers’ locations and checkout behavior to decide which options merit evaluation.
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How to choose a payment mix
Assess each method against the same practical criteria rather than selecting options solely because they are popular in a broad survey.
- Customer familiarity and convenience: Is the method commonly used by the people who shop with you, and does its checkout flow make sense for them?
- Geography and currency: Does it serve the countries and currencies you need, with a customer flow that works locally?
- Transaction value and use case: Does the method fit the typical purchase size and the way customers buy your products?
- Merchant cost and settlement: Compare your provider’s fees and settlement terms, rather than assuming one category is always cheaper or faster.
- Refunds, disputes, and reconciliation: Understand how returns, charge disputes, and transaction records will fit your customer-service and accounting processes.
- Integration and operations: Check what your checkout platform supports and what setup or ongoing work each method requires.
- Security and authentication: Consider how the payment flow authenticates customers and protects payment data, while checking the requirements that apply to your business.
Use evidence from your own customer base, target markets, and provider contracts to make the final decision. The reported survey figures above do not establish what a named provider charges or which mix will perform best for an individual store.
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Security and authentication at checkout
Authentication helps establish that the person initiating a payment is authorized to do so, but it does not by itself prevent fraud. The ECB found that, on average, 50% of euro-area respondents preferred online payment credentials with an additional authentication measure. Examples include a PIN, one-time password, authentication app, or 3-D Secure. This is a euro-area consumer preference finding, not a universal requirement or guarantee of security. See the ECB study’s findings.
The PCI Security Standards Council describes 3-D Secure as an additional authentication layer for online card transactions and PCI DSS as identifying security controls for protecting card data. Authentication and card-data security are distinct concerns; the applicable responsibilities depend on the payment flow and requirements that apply to the merchant. Read PCI Security Standards Council guidance on securing eCommerce.
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