Ecommpay guide urges SMEs to test Black Friday checkout

Ecommpay has published a guide for small and medium-sized online merchants ahead of Black Friday, setting out seven checks for retailers preparing for the seasonal sales period.

The guide, titled The Black Friday Stress Test, focuses on website readiness, delivery policies, fraud controls, payment processes and promotions. It is designed to help smaller eCommerce businesses assess whether they can handle a rise in demand in late November.

Smaller merchants face tighter margin pressure than larger online retailers and may have less room to absorb mistakes during a major discounting event. The checklist urges businesses to test whether their likely best-selling items will remain profitable, ask an external user to complete a trial purchase, and avoid relying on a single payment provider if checkout problems emerge.

Other recommendations include setting realistic delivery expectations, reviewing fraud settings, preparing for returns and post-sale administration, and defining success beyond headline revenue. The guidance reflects the operational pressure many online retailers face when a short burst of higher traffic exposes weak points in fulfilment and checkout systems.

Recent spending data suggests merchants may need to work harder for Black Friday gains. In 2025, annual growth during the period was 1.4%, while Barclays reported a 1.1% year-on-year decline in spending.

PwC expects spending in 2026 to be 1.5% above 2025 levels. It also forecasts that 46% of consumers will take up Black Friday deals, down from 53% in 2025, while average spend per shopper will rise by 13%.

That points to a more selective market, with fewer shoppers expected to participate but those who do potentially spending more. For smaller merchants, this increases the importance of conversion rates, order values and fulfilment performance rather than simply chasing higher traffic.

Luke Pierce Ionides, Small Business Champion at Ecommpay, said the planning burden is heavier for retailers that cannot match the pricing flexibility of larger competitors. "Smaller merchants don't have the same flexibility with profit margins as big online retailers. And that means planning for the biggest spending period of the year is critical. Our new guide aims to help retailers quickly and easily assess whether their website, delivery policy, fraud protections, payment process and planned promotions are ready for a potential surge in late November and offers practical tips for improvements," he said.

Checkout focus

A central theme in the guide is checkout reliability. Merchants should consider whether a complicated multi-page checkout process or a narrow choice of payment methods could increase abandoned baskets at a time when shoppers are comparing deals quickly and moving between retailers.

Ecommpay operates payment and refund services for UK SMEs and micro-enterprises through their websites. Users can manage card payments, Apple Pay, Google Pay, pay-ins, payment links and refunds through a single dashboard.

Ionides also highlighted the link between smooth payment journeys and conversion rates during peak trading. "If promotions are carefully calculated and every area of the business is ready to process a spike in demand, even the smallest merchant should get a slice of the Black Friday profit pie - providing checkout runs smoothly. To ensure conversions are maximised, the payment journey must be as smooth and accessible as possible. A complicated multi-page checkout or limited number of payment options available can lead to increased drop-offs and lost customers, but simple changes can help businesses grow their loyal customer base and boost profits," he said.

Founded in London in 2012, Ecommpay provides payment services across multiple markets. The Black Friday guide is part of a broader push by payment providers to position themselves as advisers to merchants navigating tighter consumer spending and a more demanding online retail environment.