An advantage of being small is the ability to be nimbler, getting moneymaking decisions made and implemented at speeds enterprise merchants often find hard to match.
For the PYMNTS study “2022 Buy Button: Accelerating Checkout Optimization,” the latest in a series that began in 2016, PYMNTS surveyed over 800 leading U.S. online merchants across 17 categories to examine the state of “buy now” button adoption and use in eCommerce.
Among key findings is that small merchants are more likely to offer one-click buy button checkout to increase conversions sans friction. It’s understandable that buy buttons are appealing to retailers of any size. Use of buy buttons saves consumers an astonishing 148 million hours annually during online checkout.
The study found that 87% of small online merchants support at least one buy button, while only 73% of large merchants do the same.
“Small merchants are also more likely than large ones to offer PayPal, at 85% versus 71%, respectively,” the study stated. “The contrast is starker for Amazon Pay and Google Pay, which were featured at 27% and 18% of small eTailers, respectively, but were only present at just 4% of large merchants. The only exception in which large merchants were more likely to offer a buy button in Q2 2022 involved Apple Pay, which was much more likely to be provided by large merchants, at 22%, than by small ones, at 8%.”
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