Most Popular Payment Methods in Europe for 2025
Recent years have seen a real revolution in online payments. Traditional methods such as bank cards are gradually giving way to digital wallets and direct bank transfers (A2A). This shift is driven by consumers’ desire for a fast, secure and convenient way to pay for goods and services.
According to experts, by 2030, digital wallets will become one of the most common payment methods in most European countries, replacing traditional bank cards. It is important to note that each country has unique characteristics and preferences, which requires an individual approach to the choice of payment solutions.
The European online payment market is undergoing major changes driven by technological progress, changing consumer preferences and regulatory innovations. To do business successfully in Europe, companies need to understand key trends and popular payment methods in Europe and be able to adapt to constantly changing conditions.
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The history of online payments in Europe
The evolution of payment methods in Europe began with simple bank transfers and classic credit cards. Over time, digital wallets, mobile apps and innovative services such as Buy Now, Pay Later (BNPL) appeared. Each stage of development was driven by the need to increase the speed, convenience and security of transactions.
Modern users are accustomed to instant transactions and intuitive interfaces. Businesses are forced to adapt by offering customers a wide range of payment methods that meet their expectations.
Today, the most popular payment methods in Europe are as follows:
- Bank cards: account for about 47% of the market, but their share will decline to 32% by 2030.
- Digital wallets: growing rapidly, reaching 31% of the market by 2030.
- Direct bank transfers (A2A): also showing steady growth, reaching 22% of the market.
Alternative methods, such as cryptocurrencies and BNPL, currently occupy a small share but are attracting the attention of a certain category of consumers.
Geographical diversity of payment methods in European countries
Maximum personalisation of the customer experience is critical to customer retention. It is achieved in a number of ways:
Europe is a mosaic of cultural traditions and economic characteristics, which is reflected in users’ preferences for online payments. Each country has its own unique habits and favourite payment methods, which are shaped by historical, legal and technological factors. Let’s take a closer look at which online payment methods in Europe are most popular in different parts of the region.
France
The French traditionally prefer card payments, especially the Carte Bancaire system, which is the national standard and widely used in both physical stores and online. In addition, PayLib, a modern mobile payment system that facilitates purchases via smartphones, is actively developing. The French also readily use PayPlug for small online payments.
Germany
The German online payment market is known for its love of direct debit (ELV), a method whereby funds are debited directly from the buyer’s bank account. This method is considered simple, reliable and inexpensive. Alongside ELV, Germans actively use Sofort and Giropay, which are also based on the principle of direct debiting from a bank account.
Italy
Italy has historically gravitated towards traditional bank cards, but in recent years there has been a rise in popularity of digital solutions. National payment systems such as CartaSi and Postepay are popular here, as are mobile payment services such as Satispay. At the same time, Italians are keen to use international platforms such as PayPal and Amazon Pay.
Poland
Poland stands out for its unique approach to mobile payments. The BLIK system has literally taken over the market, accounting for over 50% of all online payments. BLIK allows users to make purchases using a short code received via SMS, making the payment process incredibly fast and convenient. Poles also actively use international payment platforms such as PayPal and Apple Pay.
Spain
Spaniards have embraced Bizum, a peer-to-peer (P2P) service that allows individuals to transfer money instantly. Bizum is supported by most Spanish banks and has won over users with its simplicity and accessibility. Alongside Bizum, Spaniards actively use traditional bank cards and international payment platforms.
Turkey
Although Turkey is not formally part of the European Union, it is an important part of the European economic area. Payment preferences are evolving rapidly here. Traditional bank cards are gradually giving way to digital wallets such as iyzico and Papara, which are gaining popularity thanks to their convenience and wide range of features. Turks are also actively embracing direct bank transfers, which are becoming increasingly popular.
United Kingdom
The United Kingdom is known for its progressiveness in online payments. Digital wallets dominate here, especially PayPal and Apple Pay, which have achieved record market shares. Britons also actively use mobile payments and alternative methods such as Klarna, which offers a convenient ‘buy now, pay later’ scheme.
Netherlands
The Dutch online payment market stands out for its special attitude towards alternative methods. iDEAL is the undisputed leader here, used by around 70% of the population. iDEAL is integrated with the largest Dutch banks and is perceived as the most reliable and convenient payment method. There is also interest in cryptocurrency payments via BitPay in the Netherlands.
The table below shows the share of the three most most popular payment methods in Europe in the total number of online transactions. Forecast for 2030.
| Country | Bank cards (%) | Digital wallets (%) | A2A payments (%) |
| France | 42 | 23 | 15 |
| Germany | 20 | 43 | 27 |
| Italy | 14 | 48 | 10 |
| Poland | 12 | 15 | 58 |
| Spain | 26 | 25 | 32 |
| Turkey | 31 | 31 | 22 |
| United Kingdom | 38 | 51 | 5 |
The most popular online payment methods in Europe
Let’s take a closer look at the most popular payment methods in Europe:
- Bank cards. Traditionally popular, but gradually losing ground. Their advantage is their high level of trust and widespread acceptance.
- E-wallets. The fastest growing segment, including PayPal, Apple Pay, Google Pay and others. They are distinguished by their speed and ease of use.
- Mobile payments. Apps using NFC and QR codes are becoming indispensable tools for young people and active smartphone users.
- Direct bank transfers (A2A). Transfers between accounts are becoming particularly popular due to their low cost and reliability.
- Alternative methods. Cryptocurrencies and BNPL services are currently being actively tested and adopted by the market.
Comparative table of popular payment methods in Europe.
| Country | Leading payment methods |
| France | Carte Bancaire, PayLib, PayPlug |
| Germany | ELV, Sofort, Giropay |
| Italy | Postepay, Satispay |
| Poland | BLIK, PayPal, Apple Pay |
| Spain | Bizum, банковские карты, PayPal |
| Turkey | 3iyzico, Papara, A2A-переводы1 |
| United Kingdom | 3PayPal, Apple Pay, Klarna8 |
Why it is important for businesses to monitor payment trends
Understanding payment trends is crucial for the survival and prosperity of a business:
- Increased conversion: offering convenient payment methods increases the likelihood of a transaction being completed.
- Build trust: using proven and secure methods strengthens your company's reputation.
- Save resources: optimised processes reduce costs and increase profits.
- Gain a competitive advantage: early adoption of new technologies gives you a head start over your competitors.
How Billblend helps your business adapt to change
Billblend offers comprehensive solutions for integrating modern payment methods, helping businesses stay competitive in a constantly changing market. We provide:
- a wide range of payment solutions tailored to the needs of the European market;
- professional support at every stage of payment system implementation and operation;
- continuous updates to functionality in line with the latest trends and regulatory requirements.
Check out our services and start enjoying the benefits of modern payment technologies today.
Features of online payments in Europe
The most important regulations governing online payment methods in Europe are:
- SEPA Instant Payments Regulation (IPR): sets standards for instant payments.
- PSD2: regulates the openness of the banking sector and encourages innovation.
- GDPR: protects users' personal data by increasing the responsibility of companies.
Compliance with these requirements is becoming a prerequisite for doing business in the online payment industry.
The development of online payments is accompanied by the active introduction of the latest technologies:
- cloud solutions: ensure high performance and fault tolerance;
- high-speed internet: speeds up transaction processing and reduces delays;
- encryption algorithms: protect confidential information and prevent data leaks.
Investments in technology enable companies to improve service quality and retain customers.
The choice of payment method is often determined by psychological factors and social norms:
- young people prefer digital wallets and mobile apps;
- middle-aged users tend to favour traditional bank cards;
- the older generation remains committed to cash and traditional payment methods.
Understanding these factors allows companies to develop effective marketing strategies and increase sales.
Europe actively interacts with the global community by participating in the development of international standards and protocols. Joint projects and agreements contribute to the harmonisation of payment systems and facilitate cross-border transactions.
Despite positive trends, there are serious challenges:
- Financial risks: the need to combat fraud and payment returns;
- Technical challenges: maintaining system stability and performance
- Regulatory barriers: the complexity of complying with numerous laws and standards
These challenges can be overcome through cooperation with professional partners such as Billblend.
Future trends and prospects for the development of online payments in Europe
The European online payment market is entering a phase of profound qualitative changes that promise to radically transform the entire financial industry on the continent. Below are the most important trends that could have a long-term impact on business processes, economic activity and the daily lives of consumers.
Mass adoption of central bank digital currencies (CBDCs)
Central banks in a number of European countries are actively considering the possibility of issuing their own digital currencies. One notable example is the European Central Bank’s project to create a digital euro.
This initiative promises to be a real breakthrough because it will:
- increase financial inclusion by allowing citizens and businesses to make payments directly to the central bank, bypassing intermediaries;
- significantly reduce transaction costs by cutting currency conversion and account maintenance fees;
- it will improve macroeconomic control by providing central banks with a more accurate tool to influence inflation and monetary policy.
Expanding the use of artificial intelligence (AI) in payment processes
AI is becoming an integral part of payment infrastructures, performing a number of critical functions:
- automating the processing of large volumes of transaction data, which leads to a significant reduction in time costs and an increase in the throughput capacity of payment systems;
- improved identification of fraudulent transactions through deep machine learning and predictive analytics, which reduces business losses and increases customer trust.
- creation of personalized offers and recommendations that increase conversion and consumer loyalty.
One example is Billblend, a company that successfully uses AI to optimise payment flows and detect anomalies in real time, reducing the number of fraudulent transactions.
Active development of open APIs and ecosystem approaches
Open APIs are becoming the foundation for building powerful ecosystems that connect banks, fintech companies, and marketplaces. This approach brings clear benefits to businesses:
- the ability to quickly connect new services and sales channels, which accelerates time to market and strengthens competitive advantages;
- the emergence of innovative hybrid products that combine banking and non-financial services, creating a unique selling proposition;
- simplified integration of payment solutions with CRM, ERP and marketing systems, which improves the overall efficiency of business processes.
Further increase in the share of digital wallets and mobile payments
It is predicted that by 2030, digital wallets will dominate the online payment landscape in most European countries. This is facilitated by:
- continuous improvement of user experience and increased security of mobile devices.
- The growing integration of digital wallets with social networks and messengers, turning communication into a platform for commercial transactions.
- Government support and educational programmes aimed at improving financial literacy among the population.
Increased importance of behavioural analytics and emotional marketing
New technologies will enable businesses to gain a deeper understanding of customer motivations and emotions, making it possible to fine-tune advertising campaigns and personalised offers. This will lead to:
- More effective targeting of advertising messages and increased ROI on marketing budgets.
- the creation of trusting relationships between brands and customers based on empathy and understanding of needs
- increased loyalty and reduced customer churn through accurate segmentation and personalised communication
Increased importance of behavioural analytics and emotional marketing
The Wero project, initiated by major European banks, aims to develop a universal online payment protocol. Its implementation will bring the following benefits to businesses:
- significant simplification of international trade and removal of technical barriers between different jurisdictions;
- lower costs for integrating payment solutions and supporting multi-currency transactions;
- greater transparency and manageability of financial flows, which will facilitate tax administration and auditing.
Conclusion
The online payments market in Europe is developing rapidly, creating unique opportunities and posing serious challenges for businesses. Companies that are ready to learn, adapt and innovate are guaranteed a strong position in the market of the future.
Join us and take the first step towards a successful future for your business. Get a detailed consultation and discuss the individual needs of your project right now. Follow us and stay up to date with the latest news and trends in online payments.
FAQ
Which payment method is best for my business?
It depends on your target market and customer profile. We recommend analysing your audience’s preferences and choosing the optimal combination of methods.
How secure are digital wallets?
Modern digital wallets use a multi-level security system, including data encryption and two-factor authentication. However, it is important to work with reliable service providers.
Do I need to register separately for each payment method?
No, many platforms, including Billblend, offer a single point of entry for managing multiple payment methods simultaneously.
How can I prepare for the implementation of new technologies?
Start small: choose one technology and test it on a small group of customers. Then gradually expand its use, gathering feedback and improving processes.
