Cash and digital payments – a balancing act to aid financial inclusion
Matthew Jackson, head of partner development, EMEA at PPRO
The cashless debate is one that continues to spark both conversation and controversy. The pandemic, which has seen many merchants discourage the use of cash to limit the spread of the virus, has accelerated these discussions. M-Pesa, a Kenyan mobile money transfer service, for example, waived its fees to support the move away from cash during the pandemic. Today, many global economies are now questioning whether they should continue to offer cash payments or go cashless by converting solely to digital. Critics say this move would disenfranchise unbanked, cash-dependent consumers and does not drive financial inclusion, while others claim that a failure to go cashless limits innovation in the fintech sector. So, what exactly is the answer?
The solution lies somewhere in the middle.
The truth is cash and digital payments don’t have to be mutually exclusive; this is not a zero-sum game as the two payment options can exist together. According to recent PPRO data, over half of US and UK consumers will stop the checkout process if it is too complicated or their preferred methods are not available. Consumers prefer having multiple payment options, whether it be using a bank transfer, a credit card, a mobile wallet or even cash. Payment flexibility is a crucial factor in offering a seamless checkout experience. Some shoppers never carry cash while others view cash as the only way they want – or are able – to pay.
The key is for merchants to offer a personalised experience for each and every consumer.
The future of cash
Despite a seemingly rapid shift towards digital payment methods, cash is not going anywhere. Many regions across the globe are tied to cash-based payments. For example, in Latin America, 21% of e-commerce transactions are completed by cash. Via cash vouchers, many consumers are able to access the global, online marketplace: at the checkout page, consumers are shown a barcode for their order. They then take this barcode (either printed or on their mobile device) to a local convenience store or bank and pay in cash. At that point, the goods are shipped. Even here in the UK, approximately 1.3 million UK adults are classed as unbanked, exposing the large number of consumers affected by any ban on cash.
Cash is often preferred for a plethora of reasons: It can be easier to use cash for smaller purchases, older consumers may be wary of digital payment methods, and avoiding credit can help shoppers stay within budget.
Conversely this year, Bristol was revealed as the contactless capital of the UK, with London leading the way when all card payment types were considered. Tottenham Hotspur’s brand new stadium was also the first stadium in the UK to go completely cashless in a bid to provide the best possible fan experience. The stadium claims fans can now expect increased service speed, shorter queue times and better hygiene as staff won’t be handling cash. With many other venues following this trend, merchants must be able to provide multiple options to consumers or risk excluding part of the market.
Ensuring inclusivity with digital payments
Financial inclusion is not just limited to offering cash payments. Each region has its own nuances that influence consumer payment preferences. Consumers want to pay with the payment methods they are comfortable with; a majority of online shoppers will abandon their cart and purchase items on another site if they aren’t offered their preferred way to pay.
Local payment methods serve as the bridge to connect shoppers with merchants across the globe.
A great example of this is the rise of the mobile payment method M-Pesa in Kenya. According to PPRO research, more Kenyan consumers have a smartphone (60%) than a bank account (56%). Payment innovations have helped solve consumer needs and enable financial inclusion by turning a smartphone into a virtual bank account. Similarly, in southeast Asia, GrabPay, which started out as food delivery and on-demand taxi app, has evolved into a leading payment method used by 115 million consumers across the region. These sentiments resonate in the UK as well with 45% of UK consumers believing cash will be a thing of the past in just five years.
Striking a balance
Whatever the way forward, ultimately payment methods need to enhance the consumer shopping experience and a combination of both cash and digital payments is a way to enable this. For many regions the lines between cash and digital payments continue to blur. For example, in Argentina, Mexico and Brazil, cash-based payment methods like RapiPago, Oxxo and Boleto Bancario give many cash-dependent consumers a chance to shop online. Merchants must come to realise that cash can actually complement many digital payment methods, not necessarily restrict them.
To be able to continue to satisfy the needs of all consumers, merchants need to understand the factors driving consumer behaviors around the world and offer the specific local payment methods to fulfil those needs. In some cases, this is cash and others a digital method. Having a choice is what will not only drive inclusion but also increase sales around the globe. Innovation does not necessarily mean cashless, but rather the industry creating solutions to solve consumer needs.
