Pay360: payabl. Tackles Cross-Border Payment Challenges

In an exclusive interview with FinTech Magazine at Pay360, Ugnė Buračienė, Group CEO of payabl., shared insights on cross-border payments and customer expectations as we head further into an ever-changing 2025.

Driving Innovation in Payment Solutions

“Pay360 is one of those events that is key in our calendar,” says Ugnė. 

“It's a place where we meet our clients, partners, merchants, and like-minded peers. Being here is really important as we represent payabl. and want to ensure everyone knows about us.”

The company specialises in payment solutions that simplify the complex infrastructure behind cross-border transactions. According to Ugnė, significant improvements are "still possible in this space”.

“I do think there's a lot of room for improvement and that cross-border payments can be cheaper and faster," she explains. 

“There's considerable complexity and many players in the infrastructure to make those payments go through. As you add more advanced payment options, the complexity increases, meaning there's also a strong focus on security and fraud prevention.”

payabl.'s mission centres on addressing these challenges head-on, working to create smoother payment experiences despite the underlying complexities.

UK Shoppers Demand Seamless Checkout Experience

Recent research conducted by payabl. revealed striking insights about UK consumer behaviour that merchants should heed. 

The data showed that British shoppers are the most likely in Europe to abandon their online shopping baskets due to subpar checkout experiences.

“What was actually really surprising to us is that UK shoppers are so sensitive to a poor checkout experience,” Ugnė shares. 

“If the process isn't very smooth, almost 50% of shoppers would abandon their transaction and not continue with it.”

The research also highlighted an interesting trade-off many consumers are willing to make. 

“A quarter of shoppers would leave their details and information to speed up the transaction, which is a very interesting finding,” she says. 

“This means that ultimately, end users and shoppers really want a fast, reliable, and secure transaction.”

This consumer preference creates a delicate balancing act for merchants who must prioritise both speed and security. The data highlights how critical the checkout experience has become in determining conversion rates and customer satisfaction.

"It's very important that merchants have a payment system that works well while also ensuring it's secure," Ugnė emphasises. "They have to balance both aspects to meet consumer expectations in today's competitive marketplace."

As cross-border commerce continues to grow, payment providers like payabl. are working to reduce friction points that can derail transactions. Its approach combines technological innovation with deep industry expertise to navigate the increasingly complex payment ecosystem.

"We want to ensure that merchants can offer their customers what they truly want – fast, reliable, and secure transactions – without compromising on security or user experience," concludes Ugnė.

Explore the latest edition of FinTech Magazine and be part of the conversation at our global conference series, FinTech LIVE. 

Discover all our upcoming events and secure your tickets today.

FinTech Magazine is a BizClik brand