The cause of that "cart drop" may be a "lack of payment method" ~ payment strategy of "zero opportunity loss" shown by the latest data in 2025~

"payment" affects the sales of e-commerce sites. After the mandatory EMV 3-D secure (hereinafter referred to as "3D Secure") principle in April 2025, balancing security and UX has become an urgent issue. In the latest consumer survey released by GMO Payment Gateway (GMO-PG) in November 2025, the actual situation of abandoned carts due to certification failures and the trend of payment selection based on points economy zones became clear. In this article, we will unravel the use of Pay-based payment method in established service e-commerce and the purchasing characteristics of Generation Z, and explain the "next-generation payment strategy" that reduces development man-hours while reducing opportunity loss to zero.

*This article is an archive of the webinar held in December 2025. The information is current as of December 2025.

Key points of this article

1. Unravel the reality of churn due to lack of payment method from the latest survey data
2. We will organize the best payment option combinations that will stick to young people and point-focused groups
3. We propose a way to quickly expand functions while reducing development man-hours using GMO-PG's unique connection method

New Churn Driven by Enhanced Security: 16% Abandon Purchases Due to 3D Secure Failures

In 2025, the Japanese e-commerce market will reach a major milestone in making the identity authentication service "3D Secure" mandatory in principle. While the introduction of 3D Secure contributes to improving security, "cart drops" due to authentication failures and hassle have emerged as new issues.

In the latest survey conducted by GMO-PG, among users who have failed to authenticate 3D Secure, 16.6% of product sales e-commerce and 13.6% of service e-commerce have "givenup on the purchase itself. In addition, about half of users who have experienced authentication problems have a negative impression of the site as "inconvenient". To maintain sales while ensuring safety, it's important to strategically place alternatives like Pay-based payment and buy now pay later payment as a "saucer" in the event of authentication failures.

In service e-commerce, Pay-based payment has taken root. Teenage PayPay approval rating exceeds 60%

In the e-commerce field of services such as travel and digital content, the intention to use pay-based payment has been surpassing credit cards for several years, and this trend will be even stronger in 2025.

There are differences in the payment method used depending on the age, product, and unit price.

For example, when using e-commerce among teenagers, who do not have a credit card,PayPay (63.0%) are far ahead of credit cards (42.3%)The result was. The presence or absence of payment method is not just a convenience, but a decisive turning point in whether or not you can buy it on the site. Building a portfolio tailored to your company's products and target demographics can make or break future customer acquisition.

The "point economy" influences users' site selection

The perspective of the "point economy zone," which was newly added in the latest survey in 2025, is also essential for maximizing sales in the future. The biggest reason why users choose a particular payment method is still a strong motivation to "want to accumulate and use points".

Covering major point economies such as Rakuten Points, PayPay Points, and Amazon Points will evolve payment from a mere "settlement function" to a "powerful customer attraction and repeat tool". Knowing which economy your customers belong to and presenting the best payment method directly leads to an increase in customer lifetime value (LTV).

OpenAPI Type: A technology strategy that reduces development man-hours and adapts to change

In response to the concerns faced by e-commerce businesses that want to increase their payment method but have a heavy burden on system development, GMO-PG proposes a connection method called "OpenAPI type".

The traditional method requires individual development for each payment method addition, which takes several months and man-hours. The OpenAPI type of GMO-PG allows multiple payment method connections in a common API. As a result, there have been cases where the development period that used to take 3 to 4 months has been shortened by less than half.

OpenAPI types go beyond just improving development efficiency. While quickly responding to security enhancements such as 3D Secure, we quickly expanded a variety of payment method that attracted various user bases. It is the "next generation of infrastructure of payments" that simultaneously accelerates the "zero cart abandonment strategy" and "sales growth" of e-commerce businesses​.

The Open API type is GMO-PG's Online Payment Service PG Multi-Payment Service that accompanies businesses more flexibly. If you have any concerns about improving sales or abandoned carts, please contact GMO-PG.

Seminar Archive Video Viewing

payment method Intention Survey 2025

We also have an article about the survey materials introduced this time.

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