In 2008 there was a key moment that changed mobile phones forever. It came from Apple, and it wasn’t a new model announcement but the launch of its App Store. Transforming the humble iPhone from a single-purpose device into a platform that users could tailor with functionalities to fit their own
needs, wants and individual preferences.
That same dynamic is playing out in the payments industry today, with card acceptance no longer being enough for customers. They are looking for a seamless transaction that is simple and convenient, and expect merchants to integrate extra services like credit, subscriptions, or currency tools to make it so.
Merchants can maximise on this by understanding the transaction isn’t the final step for customers but an opportunity to add value, enhance trust, and strengthen the relationship with their customer. While embedded finance isn’t new, it is coming to its own.
Building for modern commerce
Seamless payments aren’t a differentiator but the bare minimum, customers shouldn’t have to face slow checkouts, redirects or hidden costs in today’s commerce environment. They’re voting with their wallets too – a recent survey found 77% of UK shoppers expect payments to complete almost instantly, and 58% want one-click checkout – otherwise they’ll abandon their cart. Another study reports 75% of buyers say having their preferred payment method turns a “would-be” buyer into a paying customer.
Shoppers have made it clear that they want speed, simplicity and choice, with instant confirmation and access to their preferred payment methods as part of the standard experience. Whether that includes cards, digital wallets, bank transfers or buy now, pay later options, the expectation is that everything works together in a unified and intuitive way and without adding a drop of complexity. Merchants must understand that seamless payments aren’t a nice to have or for the lucky few but a fundamental requirement and getting it wrong can mean they’re in the fast lane to failure. Embedded affordability
Once payments work seamlessly the attention can shift to affordability, as higher ticket items can, in themselves, be a barrier to conversion. Offering financing options like buy now pay later (BNPL) and embedding them into the checkout process can enable customers to spread costs in a way that suits them. At the same time, merchants can boost both their average order value and ensure that carts aren’t abandoned.
There is a growing focus handling this option carefully however, with tighter regulations from the FCA being implemented as the BNPL market boomed. It grew from virtually zero in 2017 to over £13billion by 2024, and from July 2026, new rules will require clear upfront terms and affordability checks on all deferred-payment credit.
This marks an important shift towards responsible embedded finance – merchants must operate with the same level of responsibility expected of traditional lending with transparency, fairness, and customer understanding being critical. When it’s implemented clearly and used appropriately, embedded financing becomes a practical tool that supports sales volumes and reduces drop off, while customers gain control over how they pay.
Relationships aren’t built on one transaction
The checkout isn’t just about the transaction but presents an opportunity to build a valuable relationship with the customer. Subscription models can be an important tool for this, having become a core business model for many in recent years providing services from streaming to coffee deliveries on tap.
They’re popular for good reason too, creating consistency for businesses and customers. They key though is to ensure the payment feels effortless and manageable. When it is embedded into a digital experience, repeat transactions can happen without interruption, with payment details stored securely customers can manage their plans, update details easily and maintain visibility and control. This last point is particularly important, with regulators requiring cancellation processes to be straightforward and accessible.
When it comes to subscriptions, convenience encourages retention, but transparency builds trust. If handled well, customers remain because the service continues to meet their needs, not because leaving is complicated.
Local checkout for global commerce
As ecommerce becomes increasingly global the checkout for international shoppers must match their expectations, yet cross border transactions remain a common pitfall for merchants. There’s a strong preference from customers to be able to see prices and complete their purchase in their own currency so, if forced to navigate unfamiliar currencies or make mental calculations for exchange rates, confidence and trust can drop and cart abandonment often follows.
Embedding currency conversion directly into the checkout can address this. Showing local pricing, applying transparent exchange rates and supporting regional payment methods all contribute to a more reassuring and smoother experience. For merchants, localising global transactions in this way drives stronger performance across borders without needing to fundamentally change their core offering.
The opportunity of the checkout
The payments industry is operating in a way that is more measured, with the focus shifting from rapid experimentation towards innovation that lasts and meets customers expectations. As such, investment has become more selective and there’s a greater emphasis on regulatory oversight which places a greater focus on stability and consumer protection.
Progress is now defined by execution and improving how existing systems work together. By refining key moments, particularly at the checkout, small enhancements can deliver meaningful results. Embedding value into each transaction, whether through financing, loyalty incentives, currency tools or personalised experiences, allows merchants to improve performance without adding complexity. The aim is to build on what we have already and make it better in a way that feels natural and effective.
Every interaction matters and should be smooth, clear, and reliable – embedded finance is the foundation of this, and the opportunity is to make each moment count
About the author
Scott Dawson, CEO at DECTA UK, is a highly motivated and results-oriented individual with over 20 years of experience within the payments industry. He is committed to driving DECTA’s UK strategy forward, with a focus on its growth within the UK and supporting small to medium businesses with its broad range of payment solutions.
About DECTA
DECTA is a global payment technology provider offering comprehensive solutions across acquiring, issuing, processing, white label gateway and a digital banking platform. Serving merchants, banks, payment service providers and fintechs, DECTA delivers tailored payment services as a standard, ensuring accessibility and flexibility for every client.
With offices across Europe — including Ireland, Cyprus, the UK, and Latvia — DECTA empowers businesses to scale and innovate in the evolving payments landscape. Our fully authorised platform is built on direct licenses with Mastercard and Visa, certification with UnionPay International, and integration with a broad spectrum of global and local payment methods.
