payabl. has launched Click to Pay with Visa for eligible merchants across Europe.
The online card payment option replaces manual card entry with a token-based checkout process. Once a customer has enrolled a card, they can complete purchases in a few clicks without re-entering their details.
Available through payabl.'s checkout offering, the product can be switched on without a separate integration. It works across devices and supports existing security flows, including 3D Secure where required.
The launch comes as online retailers and other merchants face growing pressure to simplify checkout, particularly on mobile devices, where entering card details can lead to abandoned baskets. The service is designed to reduce friction at the point of purchase while also lowering fraud through network tokenisation.
Visa data cited by payabl. suggests Click to Pay can deliver up to an 11% uplift in authorisation rates compared with manual card entry. The same data points to lower fraud levels, while European VisaNet data suggests the product may deliver a 4.5% uplift in merchant sales.
Checkout pressure
payabl. linked the launch to wider shifts in consumer behaviour across Europe. Findings from its State of European Checkouts report suggest speed, convenience and security remain the main reasons shoppers choose one payment method over another.
According to the research, 46% of consumers cited speed as a top factor, 44% cited convenience, and 41% cited security. More than half (53%) said they were open to switching to newer payment methods, while 48% said they were open to one-click checkouts if backed by a trusted brand such as Visa.
Those findings highlight the commercial impact of a poor payment experience. The report found that 43% of European consumers would not return to a site after a poor checkout experience, linking payment design directly to repeat business and revenue retention.
"With online checkout, every extra step costs conversion," said Breno Oliveira, Chief Product Officer at payabl.
"Visa Click to Pay removes one of the biggest points of friction at the moment of purchase. It helps merchants approve more legitimate transactions, reduce fraud exposure, and give customers the experience they already expect," Oliveira said.
For Visa, the product is part of a broader effort to make online card payments match the speed and ease of contactless transactions in physical shops. The card network said consumers increasingly expect the same level of simplicity across different types of purchases.
"Consumers have come to expect a highly personalised, intuitive, and seamless payment experience, whether they're buying a coffee, shopping online, or applying for a loan. Visa Click to Pay aims to meet these expectations by removing the need to manually enter card details, thus enhancing both security and the consumer experience in online card payments. With the support of network tokens, Visa Click to Pay enabled a more secure and smoother transaction process, available in many countries around the world. According to European VisaNet data, Visa Click to Pay may allow a 4.5% uplift in merchant sales, meaning a possible annual increase of €51 bn in SMB eCommerce sales in the UK and EU," said Michael Ioannides, Country Manager, Visa Cyprus.
Merchant focus
The addition of Click to Pay is part of payabl.'s broader push around checkout optimisation, focused on improving conversion, approval rates and payment reliability for merchants operating at scale across the UK and Europe.
That comes as payment providers compete to reduce the number of steps between browsing and purchase. One-click and tokenised payment methods have gained traction as merchants look to limit customer drop-off and protect transactions from fraud without adding visible complexity to the checkout journey.
Industry groups and payment companies increasingly argue that digital checkout is a core part of customer experience rather than a back-end process. In sectors with thin margins and high customer acquisition costs, even small changes in acceptance rates or basket completion can have a significant effect on sales.
Oliveira said the issue goes beyond payments and shapes how consumers judge a retailer or service provider after a failed sale attempt.
"Checkout is no longer just the final step of a transaction," Oliveira said. "It is a critical part of the overall customer experience. Our research shows that 43% of European consumers will not return to a site after a poor checkout experience. For merchants across the UK and Europe, that translates directly into lost customers and lost revenue."