Dutch financial technology platform Adyen has developed a way for businesses to adjust their checkout pages in real time based on individual shopper preferences, making it easier for customers to pay while reducing processing costs for the merchant.

Called Personalize, the product is part of Adyen’s Uplift payment optimisation suite.

The addition of Personalize builds on the overall success of Uplift, which launched just over a year ago. In its first year, Uplift helped businesses lower payment costs by 9.4% on eligible traffic while reducing false positives (blocking legitimate transactions) by 42% on average.

Additionally, the 6500 businesses that are using Uplift saw an average increase of 1.19% in payment conversion rates above standard industry baselines, reaching up to 6% for some customers. These results stem from optimised routing and the prevention of unnecessary blocks triggered by inefficient risk configurations. Personalize goes a step further, focusing on the early customer journey, routing shoppers to optimal payment methods to increase both merchant savings and conversion rates.

Traditional online checkouts are often rigid, showing the same payment options and security steps to every shopper regardless of their history or preferences. This lack of flexibility is a leading cause of lost sales, with Adyen’s research showing that 37% of shoppers abandon a purchase if the process takes too long. Additionally, 72% of businesses report that high transaction fees continue to put significant pressure on their profit margins.

Personalize addresses these problems by adding a dynamic identification (www.adyen.com/knowledge-hub/dynamic-identification-next-layer-of-trust) layer to the checkout experience. By leveraging insights from trillions of dollars in transaction data and Adyen’s global banking infrastructure, businesses can now recognise shoppers and adapt the payment experience before they click pay. This allows businesses to order payment methods automatically based on what a specific customer is most likely to use, creating a faster, more user-friendly experience that reduces abandoned carts.

“At checkout, the goal is to minimise friction without increasing risk,” said Carlo Bruno, Adyen (www.adyen.com) vice president. “Personalize achieves this balance by using dynamic identification to recognise shoppers instantly. This allows us to tailor the journey from the very first step, ensuring a smooth, secure experience before the customer even begins typing.”

Beyond speed, Personalize improves margins and security by highlighting cost-effective payment methods and identifying risk signals before a payment is even attempted. These optimisations, supported by detailed reporting, A/B testing capabilities and configurable UI components, allow merchants to pinpoint friction and validate performance in real time. As a result, early data show businesses can improve conversion rates by up to 6% and lower transaction costs by up to 3%.

Results from initial pilots demonstrate how Personalize helps businesses manage transaction costs while improving the shopper experience. Hospitality tech platform Tebi saw a 4.26% saving alongside a 0.8% lift in checkout conversions. These results show that real-time checkout customisation can protect margins without adding friction to the customer journey.

“Working with Adyen to implement Personalize has let us create a checkout that actually adapts to our customers’ preferences in real time,” said Marc Hoynck from Tebi (www.tebi.com). “In hospitality, the final step of the journey should be the easiest. By adapting to how guests prefer to pay in the moment, we’re capturing sales that used to be lost to friction while driving down transaction costs for our merchants.”

The Personalize module is available now to Adyen customers as part of Uplift. For more information, see www.adyen.com/knowledge-hub/personalize.