GoKawiilPYMNTS study: missing digital wallets drive Gen Z shoppers to abandon carts
A PYMNTS Intelligence study found that 36% of Gen Z shoppers abandoned an online purchase in the past 30 days because their preferred payment method wasn't offered at checkout, compared with 31% of millennials, 15% of Gen X and 8.3% of boomers and seniors. The study estimates 40 million Gen Z and millennial consumers abandoned carts for this reason in a single month.
GoKawiil's interpretation of the reporting above, not reported fact.
The gap suggests retailers that limit checkout to traditional cards risk losing younger, digitally fluent shoppers to competitors offering more flexible payment options. With Gen Z's spending power projected to reach $12 trillion by 2030 according to the study, the cost of not supporting digital wallets could grow more significant for merchants over time.
- 36% of Gen Z shoppers abandoned a cart in 30 days due to unsupported payment methods, versus 31% for millennials
- Cart abandonment drops sharply with age: 15% for Gen X and 8.3% for boomers/seniors
- Gen Z's spending power is projected to reach $12 trillion by 2030, per the study
Source: engadget.com — Kari Paul, 2026-10-03
Published there as: “Online retailers that don't support digital wallets are losing Gen Z customers”
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