A new report from Visa highlights growing frustration among UAE consumers over online checkout processes, with many calling for faster, more secure payment options when shopping online.
The “Checkout Friction Report,” based on a survey of over 2,000 online shoppers across the GCC, reveals that while eCommerce is well established in the UAE, challenges during the final purchase step continue to impact customer satisfaction and business performance.
Key checkout issues
In the UAE, one in three consumers shops online for groceries multiple times a week, while categories such as fashion and electronics see purchases ranging from monthly to a few times a month. Despite this high activity, 40% of respondents said their top concern during checkout is security. Another 37% cited the inconvenience of manually entering card details.
“Challenges in the online checkout process have direct implications for businesses, resulting in lost revenue, and hampering both customer acquisition and retention,” said Salima Gutieva, Visa’s VP and Country Manager for UAE.
“Today’s consumers expect – and deserve – a more seamless and secure eCommerce experience. That’s why Visa is working with partners to enable solutions like Click to Pay… Improving these moments not only drives business results but also builds on the UAE government’s achievements in building a seamless, secure digital economy.”
The study found that 58% of respondents worry about fraud or hacking when storing card information on multiple websites. Meanwhile, 42% reported having experienced some form of online fraud or security breach.
Growing support for biometrics
The report also shows rising interest in alternative payment methods. About 65% of consumers prefer a single sign-in option for online payments across multiple sites. Two-thirds (67%) said they would use biometric authentication—such as fingerprint or face ID—for online purchases if available.
Furthermore, 82% of respondents said they would shop more often and complete more purchases if a one-click checkout was offered. Among them, 66% indicated a strong likelihood of using biometric-enabled “Click to Pay” services if provided by online retailers.
Visa’s Click to Pay system uses biometric authentication on consumers’ devices to streamline payments without transferring any biometric data, aiming to improve both security and user experience across participating eCommerce platforms.
tanvir@dubainewsweek.com
