Creating a better customer experience that’s digital first. Consumer first. Business first.

Make way for better customer experiences inside and out.

Creating a better customer experience that’s digital first. Consumer first. Business first.

Make way for better customer experiences inside and out.

Creating a better customer experience that’s digital first. Consumer first. Business first.

Make way for better customer experiences inside and out.

The digital-first shift: What’s happening, what’s next, and how to get there faster

The past year has seen a dramatic evolution in how consumers shop. They’ve turned to online channels since the start of the pandemic, and they intend to maintain many of the digital shopping habits they have adopted as the economy recovers. The 2020 Global Digital Shopping Index, a collaboration between PYMNTS and Cybersource, reveals top consumer shopping trends in the U.S., U.K., and Australia (Brazil report coming soon).

U.S. Global Shopping Index Highlights

  • There's been a digital shift in consumer shopping trends, and more consumers are starting their purchases in digital channels
  • Top retailers keep up with these trends by offering multiple shopping channels
  • To keep up, retailers need to resolve the disconnect among shopping channels so that the customer experience is seamless  


Why digital first?

Consumers view the friction associated with in-store shopping not just as an inconvenience, but as a real safety concern. Retailers in this environment must do more to ensure that consumers’ shopping journeys—whether online, in-store, or omnichannel—feel seamless and efficient, from browsing to order fulfillment.

Payments have taken on singular importance amid greatly diminished foot traffic and heightened anxiety. Robust and integrated systems may not only ensure that customers have smoother shopping journeys, but they may be the key to keep them coming back.

Based on the U.S. shopping index, "top performers in the current retail market are not digital marketplaces, but rather merchants with both brick-and-mortar and online operations," as the data below suggests:

Most top-performing merchants are omnichannel

Leading merchants distinguish themselves by offering a wide range of digital features that prioritize customers' convenience and security.

Source: Global Digital Shopping Index, U.S. Edition, p. 19.

The digital commerce challenge


The real challenge in digital commerce right now is the experience disconnect–between the consumer experience and the business experience. Your business was suddenly expected to deliver a flawless digital-first consumer experience. But that’s almost impossible to pull off when your own internal experience is a tangled mess of different systems, siloes, workarounds, and insufficient data.

The reality is that since the onset of the pandemic, more consumers are starting their purchases in digital channels.

Source: Global Digital Shopping Index, U.S. Edition, p. 3.

Global digital shopping index reveals consumer shopping trends

Learn from our comprehensive study how digital channels and features are reshaping the dynamics of retail shopping now.

U.S. shopping index

Based on surveys of more than 2,170 U.S. consumers and 500 U.S. merchants, this edition highlights how consumers have less patience for friction in shopping experiences.

Australia shopping index

Based on a survey of 1,899 Australian consumers and 585 businesses, this edition shows that digital shopping journeys increased by 25 percent since the pandemic.

U.K. shopping index

Surveys of more than 2,000 U.K. consumers and 560 merchants indicate that 46 percent of U.K. consumers now prefer to start their shopping trips digitally.

Why Cybersource?

Cybersource is a fast track to a successful, single digital-first payment solution. It works because you finally get a solution that puts as much emphasis on the merchant experience as the consumer experience–so you can make way for better experiences inside and out. To accomplish this, you need:

More options

A modular platform gives you the building blocks needed to easily do business with anyone, through any channel, using any payment type, with any acquirer (while seamlessly working with your unique systems and processes all around the world).

More intel

A clearer view shows what’s coming next and a single, 360-degree view of your customers and their buying behavior across every channel and region (plus global best practices and expert help with building better experiences).

A more complete approach

A payment platform helps you manage and monitor all your transactions through a single cloud connection (and backs it with a white-glove service, plus the strength and reliability of Visa-grade architecture).

Find out why 468,000 businesses around the world all rely on Cybersource for digital-first solutions.

Source: As of September 30, 2020; inclusive of Cybersource and Authorize.net.

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