Security remains the top priority for about four in five consumers when buying on-line

26 May 2025 – Security remains the top priority. 87% of online shoppers in CEE are ready to switch to a new payment method if it offers greater security according to „Visa E-commerce Payment Study (CEE) 2025“[1]. This willingness to explore new solutions shows how much the customers value paying on their own terms, especially when enhanced security is in place.

In today's fast-paced digital marketplace, online shoppers demand payment solutions that combine security with convenience. Visa’s recent research indicates that 4 in 5 customers consistently rank security as the most critical payment attribute, and nearly 9 in 10 online shoppers would switch to a new payment method if it promises greater security.

Convenience and simplicity – a key to consumer satisfaction

Expectations for seamless experiences are at an all-time high. Visa’s research reveals that 7 in 10 of shoppers complete their online payment within 30 seconds. Additionally, an earlier study showed that 14% of European consumers abandon their purchases when required to manually enter details from a physical card[2]. For almost everybody (93% of respondents)[3], the availability of a preferred payment method is key. As a result, merchants face mounting pressure to minimize checkout friction. To stay competitive, they need to offer a wide range of payment options that provide both convenience and choice.

Secure payments should be the norm

– The digital payment landscape in CEE is evolving rapidly, with consumers increasingly prioritizing security and convenience. When every second at checkout can make or break a sale, a payment solution like Visa Click to Pay, which is based on tokenization, is a game-changer. Tokenization effectively addresses both challenges simultaneously. By replacing sensitive card data with unique, encrypted tokens, we mitigate fraud risk and facilitate a more streamlined checkout experience. For many merchants, this means higher conversion rates and fewer abandoned carts. For shoppers, it provides the assurance of robust security through encrypted transactions and continuous fraud monitoring, so they can complete purchases without hesitation. Our mission is to make payments more secure and feel effortless – so that checkout becomes an invisible step, not a hurdle, in every digital purchase journey – said Mateusz Oleksy, Acting General Manager Poland, Head of Strategic Initiatives for CEE Cluster, Visa.

Visa Click to Pay – streamlining e-commerce and enhancing checkout

Visa Click to Pay is an innovative, global card standard for online payments, accelerating e-commerce by eliminating manual card entry, boosting security, and improving the overall shopping experience. It operates across major card scheme and on e-commerce-enabled devices or browsers, as long as the merchant they’re shopping with supports Visa solution. By letting customers complete transactions in fewer clicks and without typing their card number, this transformation of guest checkout parallels how contactless payments revolutionized in-store transactions. By simplifying the payment processes and leveraging advanced tokenization to protect card data, Visa Click to Pay reduces cart abandonment and encourages repeat purchases. As a result, businesses can potentially enjoy higher conversion rates and increased revenue, driving economic activity and fueling broader growth in digital commerce.

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About Visa

Visa (NYSE: V) is one of the world's leaders in digital payments, processing transactions between consumers, merchants, financial institutions and governments in more than 200 countries. Our mission is to connect the world through an innovative, reliable and secure payments network, enabling individuals, businesses and economies to thrive. At Visa, we believe that an inclusive economy that connects everyone, everywhere, benefits everyone and ensures the future of money movement. Learn more at Visa.com.

About the survey

All data used in this press release comes from VISA E-COMMERCE PAYMENT STUDY (CEE) 2025 if no other source is indicated. The study covered the following countries: Bulgaria, Croatia, Czechia, Hungary, Poland, Romania, Slovakia, and Slovenia. It was conducted by the research company RESPONSE NOW s.r.o. in March 2025 on a representative sample of 1,000 respondents (18-65 years) in each of these countries.

Case studies, statistics, research and recommendations are provided “AS IS” and intended for informational purposes only and should not be relied upon for operational, marketing, legal, technical, tax, financial or other advice. Visa Inc. does not make any warranty or representation as to the completeness or accuracy of the Information within this document, nor assume any liability or responsibility that may result from reliance on such Information. The Information contained herein is not intended as legal advice, and readers are encouraged to seek the advice of a competent legal professional where such advice is required.