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1Clear out junk files and repair common Windows errors2Fix the driver behind crashes, sound loss and screen glitches3Repair Windows errors before they cause bigger problemsSome Gen Z shoppers say they abandon purchases when a desired payment option is missing, and digital wallets are a meaningful part of that checkout choice. The clearest online-specific evidence comes from a PayPal-sponsored 451 Research report: in surveys conducted in 2024, 56% of Gen Z respondents said they had abandoned an online purchase in the previous six months because their preferred payment method was not offered. That does not prove every retailer without Apple Pay or Google Pay loses a sale, but it does show a measurable risk.
What the surveys say about Gen Z and digital wallets
Several studies point in the same direction, but they measure different behaviors. Weekly wallet use is not the same as wallet preference, and neither is the same as abandoning an order when an option is missing.
| Measure | Finding | What it does—and does not—show |
| Online wallet use | 60% of Gen Z respondents used digital wallets online weekly, versus 38% of all consumers. | PayPal-sponsored 451 Research report drawing on 2024 surveys; measures frequency, not whether a wallet was their first choice. Read the report. |
| Online purchase abandonment | 56% of Gen Z respondents said they had abandoned an online purchase in the prior six months because their preferred payment method was unavailable; the comparable figure for all respondents was 37%. | This concerns a missing preferred method generally, not wallets alone. It is self-reported survey behavior, not a measured conversion lift. |
| Wallet-specific skipped purchase | 54% of surveyed U.S. Gen Z respondents said they had skipped completing a purchase because a business did not accept a digital wallet such as Apple Pay or Google Pay. | GoDaddy’s March 2025 survey of 1,500 U.S. consumers, published May 14, 2025. The release does not say whether the purchase was online or in person. Read GoDaddy’s release. |
| Merchant wallet availability | 53% of merchants surveyed offered digital wallets at checkout; another 39% were exploring or planning adoption within 12 months. | 451 Research’s 2024 merchant study, reported in the PayPal-sponsored report. It is not a census of retailers or a current measure of adoption. |
The GoDaddy figure is wallet-specific but does not isolate online shopping. The 451 Research abandonment figure is explicitly about online purchases but includes any preferred payment method. Taken together, the findings support a cautious conclusion: wallet availability can matter at online checkout, yet the surveys do not establish how many sales a particular retailer would recover by adding a wallet.
Why wallet support can affect an online checkout
A wallet can let a shopper pay using payment credentials already stored on a phone or account rather than entering card details again. For someone shopping on a mobile device, that may make checkout feel simpler. But the studies establish reported usage and abandonment, not the precise reason each person chose to leave or a guaranteed improvement from a specific wallet integration.
Checkout difficulty is another potential obstacle. In the same 451 Research report, 57% of Gen Z respondents said they had abandoned an online purchase in the prior six months because of difficulty completing it. That result is separate from abandonment due to a missing preferred payment method; adding a wallet alone would not necessarily resolve every checkout problem.
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The Federal Reserve Financial Services’ May 2024 summary likewise points to the importance of mobile payment capability: 80% of surveyed younger consumers considered it important. The summary notes that its surveys and findings are not independent academic research, and that Federal Reserve Financial Services offers payment services. Read the Federal Reserve summary.
Gen Z does not have one universal payment preference
Wallet use should not be mistaken for a universal preference. Visa’s 2025 Spending Shift survey, fielded October 14–16 among 1,000 adults in 12 markets, found that U.S. Gen Z respondents were nearly as likely to prefer physical cards as digital wallets: 34% preferred physical cards and 36% preferred wallets. Visa reported a margin of error of plus or minus one percentage point for the full survey; the figures here are for its U.S. sample. The results are not a global preference estimate, and the survey was sponsored by Visa and conducted online by Morning Consult. Read Visa’s report.
For retailers, the practical point is choice rather than replacing cards with wallets. A checkout should offer payment methods that fit its customers and markets without overwhelming them with options. Wallet availability and usage also vary by country, so a payment mix that works for U.S. shoppers should not automatically be assumed to suit customers elsewhere.
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What retailers should do with the evidence
The studies make wallet acceptance worth evaluating, not an automatic fix or requirement. Retailers can use their own checkout data to decide whether a wallet option addresses a real source of friction for their customers.
- Find where customers leave. Compare checkout abandonment by device, country, and payment step. Look for a pattern of customers reaching payment and exiting before completing an order.
- Check local demand and availability. Confirm which wallets customers use in each target market and whether the ecommerce platform and payment provider support them there.
- Assess operational trade-offs. Before enabling a wallet, review processing fees, authentication and security requirements, refunds, disputes, and the implementation effort.
- Keep the choice clear. Adding payment options can help some shoppers, but an excessive or cluttered selection can create its own friction.
- Measure your own result. After an implementation, compare relevant checkout completion and abandonment data with a suitable baseline. Survey percentages do not predict the sales impact for an individual store.
How strong is the claim that retailers are losing Gen Z customers?
There is credible survey evidence that some Gen Z shoppers report skipping purchases when a business does not accept a digital wallet, and that many report abandoning online orders when a preferred payment method is missing. However, the strongest wallet-specific statistic does not identify the purchase channel, while the online-specific statistic is not limited to wallets. These findings signal a risk for retailers, not proof that every online store without wallet checkout is losing customers or that adding one will recover a known number of sales.
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