How to achieve 99% conversion: Tranzzo insights from E-commerce Day 2025

Every year, eCommerce loses billions of dollars due to abandoned carts. And most often, it’s not because the customer changed their mind, but because they couldn’t pay without a hitch.

This is exactly the topic that Sofia Basiy, Head of Marketing Tranzzo, covered during her speech at E-commerce Day 2025 from the Ukrainian Association of Fintech and Innovation Companies. Sofia showed that optimizing the payment process is not just about UX or convenience. It's about increasing your profits.

An additional 10% to your advertising budget will yield less profit than +1% to your payment conversion.

And while businesses are fighting for every click in their target market, they often ignore the most important thing: the moment when the customer is ready to pay. That's when the biggest losses occur - quietly, without complaints, without feedback. 

In most companies, the payment process looks like something technical: they connected the provider, everything works - so it's all good. But this is an illusion. Because it is here, at the last step before payment, that businesses lose tens, and sometimes hundreds of thousands, every day.

62% of online transactions fail to complete successfully. 

The reasons are banal: the page takes a long time to load, the required payment method is not available, the form seems suspicious or too complicated. And in each of these cases, the customer will not write a complaint. He will simply leave.

53% of users abandon checkout if they wait more than three seconds.

27% abandon cart due to confusing checkout flow. 

These are not exceptions. This is a systemic picture. Its consequences are a decline in cash flow. Fewer completed payments mean fewer repeat purchases, worse cash flow and a decrease in channel profitability.

This is especially critical for businesses with subscriptions, mobile traffic or high customer acquisition costs. In their case, each unfinished payment is a lost profit, not just a conversion.

And while the company is looking for new markets or testing new products, it is losing current profits.

When we talk about checkout optimization, it’s not about redesigning a button or simplifying a form. It’s about reducing bounces, increasing trust, and controlling the point where money either enters or leaves your business.

Intuitive checkout — when the user doesn't think, but pays

The checkout process should not only be fast, but also obvious. The user should not have to read the form, search for where to click, or adjust to the interface. They should act intuitively.

That is why the Tranzzo team developed a checkout that:

• Reduces the number of steps to checkout to 2–3.
• Adapts to the brand — colors, logic, structure.
• Works equally well on desktop and mobile.
  
  

And most importantly, it supports all key payment methods: Apple Pay, Google Pay, installment payments, e-wallets. This is critical, as abandoned carts are reduced by 30–35% if the customer sees the usual payment method.

Tokenization: How to shorten the path to resale

Tokenization is a technology that allows you to store card data in the form of a secure token. After the first payment, the customer does not need to re-enter their details - the payment is completed in one click.

This is a key advantage for subscriptions, repeat purchases and loyalty programs.

Even if the card is reissued, the token is automatically updated - the transaction is not disrupted.

The benefits for business:

• Up to 60% reduction in fraud.
• Reduction in final stage rejections by more than 5%.
• Increased LTV through continuous user experience.
  
  

Smart routing and cascading: continuity technology

Tranzzo has direct integrations with over 10 Ukrainian banks. This allows you to build payment routes so that the transaction always finds the most reliable path.

Smart routing automatically selects the optimal channel - depending on the card, bank, transaction type, load. If one gateway is temporarily out of order, the system instantly redirects the payment through another - thanks to cascading. That is why businesses get such results:

• Up to 20% increase in conversion due to better payment throughput.
• 10–15% less losses due to technical failures.
• Stable operation even during peak loads or failures on the part of banks.
  
  

It's not just convenience. It's 24/7 control over your financial flow.

Security: How to build trust before a customer clicks "Pay"

Security is where trust is made or broken. Especially in payments. If a user doesn’t feel secure, they won’t pay.

Tranzzo implements a full security stack by default:

• 3D Secure 2.0, which blocks suspicious transactions filtered by custom 200+ monitoring rules.
• PCI DSS certification is a security standard for storing and processing card data.
• Anti-fraud system that detect anomalous activity in real time.
  
  

According to LexisNexis, eCommerce businesses lose $4.61 for every $1 spent on fraud.

And all this works without complicating the flow for the user. That is why having a reliable anti-fraud solution is a must, not a benefit. 

The biggest losses in eCommerce are not in advertising, not in logistics, not in the product. They are in the payment process. Where it seems that “everything should work”.

Tranzzo is not just a payment provider. It is a payment solution that allows you to keep revenue where it is most often lost. And turn payment from a point of loss to a point of growth