#USA #Amsterdam #payment solutions #Adyen #Personalize

Adyen Launches 'Personalize' to Enhance Checkout Experiences

Adyen, a global leader in financial technology, has officially announced the launch of its new product, Personalize, aimed at transforming the checkout experience for online shoppers. This innovative feature is part of Adyen's suite known as Adyen Uplift, which focuses on optimizing payment processes for businesses.

Having already established itself as a go-to platform for leading companies worldwide, Adyen has helped over 6,500 businesses improve their payment conversion rates by an average of 1.19% in 2025 alone. Remarkably, some businesses have experienced gains of up to 6%. The Personalize feature builds on this success, allowing merchants to tailor their checkout pages in real-time to align with individual shopper preferences, thus enhancing user experience.

Addressing Common Checkout Challenges

Traditional online checkouts tend to be one-size-fits-all, often applying the same payment options and security protocols to every user regardless of their specific needs or past interactions. Multiple studies have indicated that this rigidity leads to significant cart abandonment; for example, Adyen's research found that 37% of shoppers have walked away from a purchase due to slow checkout processes. Furthermore, a significant portion of businesses – 72% to be precise – continues to struggle with high transaction fees, which pressure profit margins.

Personalize addresses these critical issues by introducing a Dynamic Identification layer to the checkout process. Leveraging trillions of payment data transactions, Adyen empowers businesses to recognize returning shoppers instantly and adapt the payment experience accordingly, delivering a seamless checkout experience that reduces the likelihood of cart abandonment.

The Mechanics of Dynamic Identification

According to Carlo Bruno, Adyen's VP of Product, the primary aim during checkout is to minimize friction without elevating risk levels. Personalize effectively strikes this balance by employing Dynamic Identification to identify shoppers as they approach the payment stage. By arranging payment methods based on individual usage patterns, it creates a streamlined, user-friendly process that lowers drop-off rates.

Boosting Efficiency and Security

In addition to enhancing speed, Personalize promises to bolster both profitability and security. It promotes cost-effective payment options while simultaneously spotting potential risk signals before any payment attempt occurs. Backed by robust reporting, A/B testing functions, and customizable user interfaces, merchants are now equipped to track friction points and validate their performance in real-time. Early analyses suggest that the feature can boost conversion rates by as much as 6% while reducing transaction costs by approximately 3%.

Turning Checkout into a Strategic Asset

Initial pilots of Personalize illustrate how it aids businesses in managing transaction expenditures whilst elevating the shopping experience. For instance, Tebi, a technology platform in the hospitality sector, reported a 4.26% savings coupled with a 0.8% lift in checkout conversions after integrating Adyen's Personalize feature. This showcases the profound impact of real-time checkout customization on profitability and customer satisfaction.

Marc Hoynck, the Product Manager for Integrations and Payments at Tebi, stated: _“Working with Adyen to implement Personalize has allowed us to craft a checkout that adapts to our customers in real-time. In hospitality, ensuring a smooth final step in the purchasing journey is essential. Our ability to tweak the payment options based on guest preferences has significantly lowered abandonment rates and transaction costs.”_

Personalize is now available to all Adyen customers as a part of the Adyen Uplift package, providing them with cutting-edge tools to enhance payment experiences.

About Adyen

Adyen (ticker symbol: ADYENAMS) serves as the premier financial technology platform for prominent enterprises. Providing comprehensive payment capabilities alongside data-driven insights and a diverse range of global financial products, Adyen enables businesses to achieve their goals more efficiently. The company's global outreach includes collaborations with industry giants like Meta, Uber, HM, eBay, and Microsoft.

With its continual product enhancements and innovations, Adyen remains at the forefront of the financial technology landscape, announced through regular press releases and updates on its official website.

For further details, interested parties can read more about the innovations and features on Adyen’s website.