Gen Z consumer trends: stop losing customers during checkout

2 out of 3 Gen Z customers have abandoned a purchase at the point of payment after experiencing an issue. When something goes wrong at checkout, most don’t try again, they leave.

Gen Z is on track to become one of the largest consumer groups in the UK, and is already changing how businesses need to take payments. Businesses that do not adapt risk losing revenue at the final step of the purchase.

Used to fast, simple experiences, they are used to online marketplaces and social platforms where checkout is built around convenience. That expectation carries through to in-person experiences. Gen Z consumers expect to pay quickly, use contactless or mobile wallets as standard, and move through checkout without friction. If something slows them down or feels unclear, they are far more likely to abandon the purchase than previous generations.

A recent study we conducted showed us that 2 out of 3 Gen Z consumers have abandoned a purchase when encountering payment issues, compared to a 43% average across the UK. This means that you are more likely than not to lose a sale for a Gen Z customer, when your payment system fails. 

Likewise, Gen Z customers encounter payment issues more often than the average UK consumer, with 44% experiencing a payment issue at least once a month, compared to the UK average of 36%. And checkout anxiety is at its highest among younger shoppers with 72% of Gen Z customers worrying about holding others up when something goes wrong.

For businesses, the impact is direct. Payment issues, delays, or unclear checkout flows can turn completed purchases into lost sales. Over time, this affects not just conversion, but how your business is perceived and whether customers return. And the word gets out: Gen Z is more likely to share negative payment experiences with their friends and family than other generations.

Improving your checkout experience is one of the simplest ways to reduce this risk of losing revenue and ensuring you create a great experience for younger shoppers. Here are seven practical ways to make your checkout a better fit for Gen Z customers.

1. Make checkout fast

Our report on payments highlighted that Gen Z customers are less likely to wait in line or deal with slow payments. If paying takes too long, they’ll often decide it’s not worth it and leave. Speed at checkout reduces the risk of customers abandoning their purchase at the final step.

With Zeller, customers can tap and pay in seconds using contactless cards, phones, or smart devices. A faster checkout helps you keep queues moving and avoid losing customers at the point of purchase.

2. Keep the process simple

Gen Z customers grew up with user-friendly technology, from intuitive apps to seamless online experiences. They’re used to things working quickly and easily, whether they’re shopping online, using social media, or paying in person. If checkout feels more complicated than expected, it can create hesitation.

A clear, straightforward process helps customers complete their purchase without stopping to think. Zeller Terminal has a clean, easy-to-use interface that keeps checkout simple, helping reduce drop-off before payment is completed.

3. Offer the payment methods Gen Z prefers

Gen Z customers are used to having options. Whether it’s contactless, Chip and PIN, mobile wallets, or smart devices, they want to choose what works best for them. Contactless payments are especially popular with this group, and not offering it properly can create unnecessary friction.

Offering flexible ways to pay makes it easier for customers to complete their purchase. Zeller accepts all major payment types, so customers can pay how they prefer without delay.

4. Keep pricing clear

No one likes surprises at the till, especially Gen Z. If they notice prices or fees aren’t clear, they will happily go shop elsewhere. More than half want to see the final price before they pay.

Clear and visible pricing drives trust and removes hesitation at checkout. With Zeller, you can show totals, tips, and any extra charges clearly on the terminal, so your customers always know what to expect before confirming payment.

5. Make checkout feel like a brand experience

Gen Z cares about brands that reflect their own values and style. Many want to see businesses show what they stand for, not just say it. If checkout feels disconnected from the rest of your brand experience, it can stand out in the wrong way.

Keeping your brand consistent at every touchpoint helps create a stronger overall experience. Zeller lets you customise your terminal, receipts, and invoices with your logo and colours, so your checkout reflects your business from first interaction to payment.

6.  Digital receipts are better for the environment

Protecting the environment is an important topic for Gen Z customers. Providing flexible, digital receipt options makes checkout more convenient. Plus, it reduces your carbon footprint and saves you money.

With Zeller, you can send digital receipts by SMS, email, or QR code, and features like bill-splitting make it easier to manage group payments.

7.  Finish strong, not wrong

Payment issues can leave a bad impression. Nearly half of Gen Z say they’re unlikely to return after a poor payment experience. Issues at checkout can undo an otherwise positive experience, behavioural studies show that the last interactions customers have with brands leave the strongest memories.

Reliable payment processing helps avoid this and make customers leave with a positive impression of your brand. Zeller is designed for consistent performance, with 24/7 support available if you ever need help.

Create a checkout experience that converts

For Gen Z, the way you handle payments really matters. A checkout that’s easy, quick, and clear can turn a one-time shopper into a regular customer.

With a few small changes, and the right setup in place, you can make every payment a smooth finish to the shopping experience.