Over one-third of HK Gen Z loses trust in retailers over payment errors

More than half (51%) of Hong Kong consumers expect a seamless online and offline shopping experience, while 45% demand real-time product visibility during peak shopping periods such as Singles' Day, according to the 2026 Adyen Index.

When a payment error occurs at checkout, the damage goes well beyond a single lost sale, according to the survey. Consumers lose confidence in the retailer, and 12% tend to switch to competitors immediately, while women are more likely than men to abandon the purchase altogether, at 29% compared to 22%. Younger consumers are also less forgiving, with 36% of Gen Z saying payment errors damage their perception of a brand compared to 22% of Gen X.

Every merchant surveyed reports being impacted by payment performance issues, with 36% losing sales to failed or slow transactions, 31% losing sales to in store queue abandonment, and 26% seeing abandoned online checkouts. Online only merchants are hit hardest, with 37% reporting reduced customer trust compared to 23% of cross channel or physical only merchants.

More than one third of consumers want technology that makes shopping faster and more convenient, and a similar proportion expect smarter personalisation tailored to their preferences. Both depend on systems that can process data and payments quickly under load. Payment performance is therefore not a back office concern but a direct driver of revenue and loyalty, making it a commercial priority.

Peak sales periods also see a corresponding spike in fraudulent activity, and the fraud types on the rise are the ones retailers can least afford to ignore. Refund fraud increased the most over the past year, with 55% of affected merchants ranking it among the top three increases. Phishing scams affect 40% of merchants, while identity fraud and chargeback abuse each affect 38%.

Consumers are exposed too, with 33% having received phishing or scam messages and 14% targeted by refund, prize or loyalty scams. Retailers that strengthen fraud controls ahead of peak season protect both their revenue and their customers.

Peak season is not only a test of systems but an opportunity to build loyalty, as consumers who experience a smooth and secure checkout are more likely to return. It is also a chance to meet customers where they are, with one in five expecting improved shopping through social and emerging platforms. Younger consumers are shaping much of this change, with Millennials placing greater emphasis on seamless experiences than other generations, at 57% compared to 48% of Gen Z and Gen X.

"A retailer’s peak season hinges on the final click," said Kai Tang, head of Hong Kong at Adyen. "Friction at checkout costs sales—speed and security are baseline expectations. By unifying data and modern payment infrastructure to prevent fraud without disrupting genuine customers, businesses can confidently scale through peak demand and turn single-purchase shoppers into lifetime value."

MARKETING-INTERACTIVE has reached out to Adyen for more information.

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