Visa Survey: EC Market Expansion Continues, 'Enhanced Payment Experience' Crucial for Both Merchants and Consumers

Visa Worldwide Japan Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; Representative Director and President: Seethant Kitney; hereinafter 'Visa') conducted an 'Online Payment Survey' targeting corporations and consumers involved in B2C online sales in Japan, commissioned to Macromill. The survey results indicate that as the EC market continues to expand, achieving a smoother and more secure payment experience has become essential for both businesses and consumers.

### Corporate Survey Results: EC Sales Expected to Expand, but 'User Experience' Remains an Operational Challenge
In the survey of corporations engaged in B2C online sales, 85% of companies believed that EC sales would increase in the future. Combining 'Will increase significantly' (33%) and 'Will increase somewhat' (52%), a large majority of companies anticipate growth in the EC market. This trend becomes stronger as the size of the company increases.

Credit card payments are the most widely adopted payment method, used by approximately 86% of businesses. The reasons for their selection and introduction include a large target user base, high user convenience, and superior security.

On the other hand, about 80% (79%) of businesses recognize that there is abandonment during the purchase process, including checkout. This awareness increases with company size, reaching approximately 90% for companies with 500 or more employees. While there are various factors, approximately 30% (29%) of companies cited concern that 'users find it 'troublesome' to input card information, names, etc., on the payment screen and give up on the purchase.' This suggests that the quality of the payment experience is one of the factors influencing user purchasing behavior.

Furthermore, approximately 40% (38%) cited cybersecurity and response to fraudulent transactions as areas requiring ongoing efforts in online sales operations. This underscores the need to simultaneously improve consumer UX and safety.