Worldline and BigCommerce Team to Prevent Cart Abandonment

Payments services company Worldline has teamed with BigCommerce to tackle the problem of cart abandonment.

“Every online shopper has a favourite way to pay, whether that’s using a local bank transfer method, a credit card, or a buy now, pay later option,” Björn Hoffmeyer, Worldline’s head of regional business, said in a Thursday (June 8) news release announcing the partnership.

“So, when they aren’t offered a method that suits them, it’s no surprise that they often drop out of purchase. Worldline’s integration into BigCommerce addresses this important challenge for merchants and consumers alike.”

The companies point to research — also previously cited by PYMNTS — showing that 70% of online shopping carts are abandoned, meaning a substantial portion of consumers are putting items into baskets but not finishing their purchases.

“However, the potential for a 35% increase in conversion rate translates to $260 billion worth of orders which are recoverable through a better checkout flow & design,” the companies added.

Among the reasons for customers walking away from their purchases is a lack of variety in payment options. The companies say they address this issue via Worldline’s list of local and global payment methods, letting BigCommerce offer customers a range of options.

“In addition, merchants benefit from a speedy set-up and go-live process and a simple all-in-one interface, that incorporates a customisable payment page to match their own brand’s unique aesthetic, automatic cloud-based updates and complete autonomy over the design of their checkout flow,” the release said.

As PYMNTS wrote in April, consumer-facing businesses have come to consider cart abandonment their number one threat.

“Never has it been easier for a consumer to find a similar product or experience at an alternative vendor, making the risk of an abandoned online purchase the highest it has ever been,” that report said. “Just as merchants are looking for ways to keep consumers engaged, marketplaces, or merchant aggregators, must do the same for their merchant customers.”

BigCommerce’s partnership with Worldline comes five weeks after the company announced it had added new functionalities to its B2B eCommerce platform for suppliers, manufacturers, distributors and wholesalers.

The latest addition the company’s B2B Edition introduces multi-storefront compatibility, a modernized buyer portal and headless support. It lets merchants launch and oversee multiple storefronts from the same back end, letting them scale across brands, geographies and customer segments and make sure each storefront has a localized look and feel.

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