Article
How dynamic identification is transforming the checkout experience
Increase conversion and reduce costs with personalized checkouts.
The role of checkout is going through a fundamental shift. With 27% of businesses aiming to increase revenue by lowering payment costs, the checkout is evolving from a cost center into a conversion and profitability driver.
This presents a difficult trade-off: businesses must offer flexible payment options while simultaneously lowering processing fees.
Most checkouts still rely on a "one-size-fits-all" approach that treats every shopper the same. This lack of personalisation creates a cluttered experience for legitimate customers, increasing cart abandonment. In fact, 53% of shoppers will leave if their preferred payment method isn't available.
To balance personalisation with cost at checkout, we must rethink shopper identity. The future of checkout isn't driven by static inputs, but by shopper behaviour.
Introducing Personalize
To bridge the gap between shopper behaviour and business growth, Adyen has woven a Dynamic Identification layer into our platform that recognizes shoppers based on their behaviour in real-time. This is the foundation of Personalize, a new AI-powered product within the Adyen Uplift suite designed to transform the checkout from a static hurdle into a growth driver.
This is how it works:
Adyen’s AI proactively identifies the optimal payment method mix for your specific business model to ensure local relevance.
Based on trillions of dollars in transaction data, Personalize recognises individual shoppers in real time and dynamically reorders payment options according to their preferences instead of one-size-fits-all lists.
Personalize prioritises the most cost-efficient payment methods at the moment of purchase, aligned with shopper preferences, to improve your margins without hurting conversion.
By removing the complexity of manual optimisation, the system allows your checkout to evolve as an automated engine for both conversion and cost efficiency.
Let’s explore how leading businesses are increasing performance with Personalize:
Hoppy: Increasing conversion while keeping costs low
For the mobility provider, Hoppy, a seamless checkout is essential to making sustainable transport accessible.
As they expand into new cities, they maintain a consistent global experience while ensuring the checkout feels local to every rider. Personalize helps them to deliver tailored experiences that drive higher conversion rates while keeping operational costs low as they scale.
Rather than showing a long list of payment options, Adyen’s AI automatically ranks payment methods based on what each rider is most likely to use. The right options appear in real time, boosting conversion, supporting local preferences, and prioritising the most cost-effective payment methods aligned with shopper preferences.
Since the micromobility industry operates on thin margins, automating checkout and prioritising cost efficiency helps Hoppy protect every cent and stay profitable as they grow.
“To help cities achieve their mobility goals, we must offer riders exactly what they expect locally. It’s about building trust and making the process of accessing sustainable transport effortless. Personalize allows us to stay flexible. This automated, data-driven approach has delivered 2.03% cost savings by prioritising the most efficient and preferred payment methods for our users.”
Tim Bidlot
COO, Hoppy
Tebi: Scaling efficiency
Tebi is a connected restaurant management system for hospitality businesses. By intelligently embedding daily operations with back-office admin, their customers can run smoother services and plan with confidence.
While most businesses use Personalize to refine a single brand experience, Tebi uses it to empower an entire ecosystem.
Reducing payment costs is one of the most effective ways to protect customer margins. With Personalize, Tebi automated what was previously a complex manual task: selecting the most cost-efficient payment methods for every transaction.
The results were a clear win: a 4.26% reduction in payment costs and a 0.8% increase in checkout conversion. In an industry with thin margins, percentage gains like these make a meaningful difference over time.
"At Tebi, we believe every entrepreneur deserves an edge, and that starts with fair, transparent pricing. By using Personalize, we've been able to automate significant savings for our merchants while actually making it easier for their customers to pay."
Marc Hoynck
Product Manager, Tebi
The future of checkout is dynamic
The success of brands like Hoppy and Tebi proves that the "one-size-fits-all" checkout is of the past. By moving beyond static payment lists, you can align shoppers' preferences with the most cost-effective payment methods, increasing conversion and capturing more revenue.
Personalize turns this strategic shift into an automated reality, helping you strike the perfect balance between conversion and cost with automation in real time.
Whether you're looking to boost conversion by up to 6%, or cut processing fees by up to 3%, as shown in our Personalize pilot, you can now activate these strategies directly from your Customer Area with a single click.
It’s time to transform the final step of the customer journey into a continuous engine for conversion and long-term profitability.