Despite the inroads made by digital wallets and agentic commerce, shoppers still turn to the simplest and most convenient ways to pay. Worldwide, many consumers continue to prefer manned checkout stations over unattended alternatives, and credit or debit cards over digital wallets.
That’s what a new survey from Australian payments firm TNS found. Across several payment scenarios, simplicity and reliability remained the most important factors for shoppers in the U.S., the UK, and Australia—the three key regions TNS examined. When transactions are simple, customers feel in control.
Nearly half (47.4%) of U.S. respondents said they preferred in-person checkout. By contrast, only 19% preferred an unattended or self-service checkout—despite many retailers continuing to explore and invest in this area. Sentiment for in-person checkout was significant in the UK and Australia as well, with 40% and 53.4% of respondents, respectively, saying they preferred in-person interactions when paying for goods and services. Similarly, far fewer respondents in those regions favored cashierless options.
Pushing Toward Self-Checkout
While the survey represents just one study, the findings are notable given retailers’ increasing investments in self-checkout and cashierless experiences. Separate data from the Food Industry Association last year found that 44% of grocery store transactions were completed through self-checkout, up from 29% in 2022. Consumers’ stated preferences suggest that many feel pushed into self-service payment processes rather than choosing them willingly.
Ultimately, as TNS’ research shows, it all comes down to creating a streamlined experience. When asked about their biggest frustrations when paying for goods and services, roughly a third of respondents across the U.S., the UK, and Australia said they had no major issues. But among the remaining respondents—largely consistent across regions—several pain points emerged. These included having to sign up or create an account instead of using a guest checkout option, encountering too many steps in the process, lacking preferred payment methods, and experiencing transactions that took too long to complete.
TNS’ data underscores a clear message: innovation only succeeds when it removes friction rather than adds it. Retailers that prioritize simplicity will be well positioned to earn consumer trust.
“Shopping as a guest often comes to post-sale frustration,” said Brian Riley, Director of Credit at Javelin Strategy & Research. “Had I taken the time to build a relationship, I might have received rewards, but even more importantly, I would have been able to return to the site much more easily.”
Cards Are Still No. 1
Consumers aren’t just looking for simplicity at the point of sale—they expect it throughout the entire purchase journey. Whether it’s avoiding unnecessary steps at checkout or preventing post-sale frustrations, shoppers want payments to feel intuitive from start to finish. And that desire for ease and control also extends to the methods they choose when paying.
TNS also asked consumers what payment type they prefer, and unsurprisingly, credit and debit cards still dominate. In fact, nearly 70% of U.S. respondents said they prefer to pay this way. By contrast, fewer than 10% of U.S. respondents said they prefer to pay via a mobile or digital wallet—though interestingly, nearly twice as many UK respondents favored digital wallets compared to those in the U.S. TNS attributes this difference to the relative immaturity of payments technology in the U.S. market.
In the end, consumers are signaling a simple truth. Meaningful progress in payments isn’t about adding more choices, but about making the right ones simple and easy to use.
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