New Visa Study Shows 9 out of 10 Ukrainians Want Their Payments to be Protected by Biometrics

New findings released by Visa from its Checkout Friction Report in Ukraine reveal that simplifying online checkout while maintaining robust security is key to accelerating ecommerce adoption.

Almost eight out of ten (78%) respondents in Ukraine purchase groceries and beverages every week online, alongside frequent transactions in various categories such as health & beauty, fashion & accessories, and electronics & appliances. This active engagement in online shopping is overwhelmingly mobile-first, with 89% showing a preference for making purchases directly from their mobile phones.

While ecommerce adoption continues to grow, the Checkout Friction Report reveals significant opportunities for retailers and merchants to enhance their checkout experience and increase customer satisfaction.

The report highlights that friction caused in the online checkout process can contribute to drop-off and abandoned online purchases.  Seven out of ten (73%) shoppers have abandoned an online purchase, citing technical glitches, forgotten passwords, or not feeling secure enough to buy from an online store. Re‑entering card details is a major pain point, with 43% calling it a significant hassle. Additionally, more than half of consumers indicated they would shop online more frequently if a universal streamlined checkout option were available.

Security remains a top priority for online shoppers in Ukraine. The report findings reveal that 81% have avoided shopping on a particular website due to not trusting the site with their card details. This emphasis on security is also evident in payment choices, with 47% citing security protection as a primary driver for selecting certain payment methods. The majority (90%) expressed increased confidence if payments were secured by biometrics.

Innovation for a Seamless Digital Future

By effectively addressing key consumer challenges such as manual card entry and the demand for enhanced security, the full potential of ecommerce can be realized. Click to Pay with Visa provides a streamlined and secure guest checkout experience, eliminating the hassle of repeatedly entering card details, while also ensuring card details are stored safely and protected by Visa’s advanced security measures, rather than with individual merchants. Behind the scenes, Visa Payment Passkey enables password-free, biometric authentication for faster, more secure online payments.

“The Checkout Friction Report clearly demonstrates that Ukrainians are actively shopping online, expect a convenient and seamless checkout, and pay special attention to transaction security. By responding to these demands, merchants can significantly increase conversion and strengthen customer loyalty,” commented Tetiana Chorna, Visa Vice President, Country Manager for Ukraine. “Visa’s innovative solutions, such as Click to Pay and Visa Payment Passkey, are purpose-built to deliver the seamless, secure, and trusted experiences that consumers are looking for. By simplifying checkout and enhancing protection, Visa is committed to fostering greater confidence and driving digital adoption, which will, ultimately, contribute to the development of the future of commerce in Ukraine.”