Ecommerce

Payment methods for online stores: which ones to install and how to configure them

The payment methods available in your online store directly determine your conversion rate. This guide explains which gateways to use, how to configure them and which buyers prefer.

Which payment methods online buyers prefer

In Europe, the most used payment methods for online purchases are: credit/debit card (Visa, Mastercard) — used by 65–75% of buyers, digital wallets (PayPal, Apple Pay, Google Pay) — 25–40%, bank transfer — 10–15%, and instalment payments (Klarna, Sequra) — growing rapidly, especially for purchases over 100€. Not offering a buyer's preferred method is one of the top causes of checkout abandonment.

Stripe: the most complete option for online stores

Stripe is the recommended payment gateway for most European online stores. It accepts cards from 195+ countries, supports Apple Pay, Google Pay, SEPA direct debit and many local methods. Commission: 1.4% + 0.25€ for European cards, 2.9% + 0.25€ for non-European cards. No setup fee, no monthly fee, no contract. WooCommerce and Shopify both have official Stripe plugins.

Stripe's hosted checkout (Stripe Checkout) provides a conversion-optimised payment page that automatically displays the most relevant payment methods based on the customer's device and location. For mobile users, this means Apple Pay or Google Pay appears automatically, reducing the payment friction to a single tap.

PayPal, Apple Pay and Google Pay

PayPal remains important for buyer confidence — many buyers feel more protected using PayPal and will specifically choose stores that accept it. Commission: 3.49% + 0.49€ per transaction (higher than Stripe for card payments). Apple Pay and Google Pay require no extra setup if you use Stripe — they activate automatically through Stripe's payment element.

Instalment payments: Klarna and Sequra

Buy-now-pay-later (BNPL) significantly increases average order value and conversion for purchases above 100€. Klarna (available across Europe) and Sequra (strong in Spain and Italy) let buyers split payments into 3–12 monthly instalments. The store receives full payment immediately; the BNPL provider assumes the credit risk. Commission: typically 3–5% per transaction.

Real commissions of each payment gateway

Per 1,000€ in sales: Stripe (European cards) ≈ 14.25€. PayPal ≈ 34.90€. Klarna/Sequra ≈ 30–50€. The difference is meaningful at scale. For a store doing 50,000€/month, switching from PayPal-only to Stripe as primary gateway saves approximately 1,000€/month in fees without any loss of conversion — and likely improves conversion due to the better checkout experience.

Recommended setup for most European stores: Stripe as primary gateway (cards + Apple Pay + Google Pay + SEPA), PayPal as optional alternative for buyers who prefer it, and Klarna or Sequra for purchases above 80€. This combination covers 95%+ of European buyer payment preferences.