Common Online Payment Mistakes That Cost E-Commerce Stores Sales in Türkiye

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المسافر

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Online stores in Türkiye can lose sales without realising it. The problem may lie in the payment gateway or checkout design rather than the product or price. A customer reaches the final step, the page stalls or the card is declined without a useful explanation, and the customer leaves for a competitor.

This guide looks at common payment mistakes from the merchant’s perspective and how to address them.

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❌ 1) Relying on a Single Payment Method
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Some stores offer:
- Card payments only.
- Cash on delivery only.

The problem:
- An issue with that method can prevent the entire order.
- Some customers prefer a card; others prefer a wallet or bank transfer.

✅ What to do
- Aim to offer:
- Bank cards through a payment gateway.
- An alternative suited to your business, such as a wallet, bank transfer or cash on delivery under defined conditions.

Giving customers a suitable way to pay can reduce abandonment at the final step.

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❌ 2) An Overcomplicated Checkout with Unnecessary Fields
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Some checkout pages resemble lengthy administrative forms:

- Too many fields, including repeated names, titles, company details and tax numbers.
- Requests for information that is unnecessary for a straightforward order.

The result:
- Customers give up before paying.

✅ What to do
- Ask for the information actually needed for the order, such as:
- Full name.
- Mobile number.
- Delivery address.
- Card details through the payment process.
- Remove or make optional fields that are not needed for shipping or invoicing, while retaining information required for the applicable invoice and legal obligations.

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❌ 3) Poor Mobile Checkout
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Many visitors shop on their phones, yet they may encounter:

- A checkout that does not adapt to the screen.
- Buttons that are too small.
- Card forms that overflow or behave unpredictably.

✅ What to do
- Test mobile checkout as a priority.
- Try:
- Selecting an address.
- Entering card details.
- Scrolling through the page.
- If a customer must zoom and struggle to press the purchase button, the design needs attention.

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❌ 4) Unhelpful Payment Error Messages
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A customer may attempt payment and see only:
- “Error – 05”.
- “Transaction Failed”.

Without an explanation, the customer cannot tell:
- Whether the card is the problem.
- Whether the website is at fault.
- Whether to try again or leave.

✅ What to do
- Use clear messages wherever possible, for example:
- “Your bank did not approve the transaction. Try another card or contact your bank.”
- “Check your card details and whether online purchases are enabled.”
- Where useful, link to a short help page explaining common causes of declined payments.

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❌ 5) Missing or Poorly Implemented 3D Secure
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3D Secure is an important part of card authentication. Problems arise when:
- A store fails to configure it appropriately.
- The customer is not returned correctly after completing authentication.

The result:
- The payment may fail.
- The customer may assume the card itself is at fault.

✅ What to do
- Configure 3D Secure in accordance with the provider’s requirements and your store’s risk policy. Do not assume every provider or payment flow has identical requirements.
- Test:
- What happens after the customer enters the code or completes authentication?
- Does the customer return to a clear confirmation page?
- Is the successful order confirmed by a message?

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❌ 6) Revealing Shipping or Other Charges at the Last Moment
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Some sites display only the product price and then surprise customers at checkout with:
- High shipping charges.
- A cash-on-delivery service fee.
- Other additional charges.

The result:
- Customers feel misled at the final step.
- They abandon the purchase.

✅ What to do
- Show an estimate of shipping and service charges before checkout.
- If cash on delivery carries a fee, explain it from the outset on the product or shipping page.

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❌ 7) Slow Checkout or Excessive Redirects
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After pressing “Place order”, a customer may:

- Be sent to a slow external payment page.
- Wait 10–15 seconds before returning to the store.
- Find that the process stalls along the way.

✅ What to do
- Choose a provider with suitable, responsive payment hosting.
- Test checkout loading times at different times of day.
- Minimise unnecessary transitions between websites during payment.

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❌ 8) No Clear Confirmation After Payment
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Some stores collect payment but:
- Show no clear confirmation.
- Send no email or message.

The customer is left wondering:
- “Was my order actually placed?”
- “Was I charged without an order being recorded?”

✅ What to do
- After confirmed successful payment, display a clear confirmation page containing:
- The order number.
- A product summary.
- The amount paid.
- Send the same details by email, SMS or WhatsApp, where available.

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❌ 9) Ignoring Payment Failure Reports
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Some merchants never examine:

- Decline rates.
- Reasons for failure.
- Which gateways or card types experience the most declines.

The result:
- They blame low visitor numbers while overlooking customers who try to pay and cannot.

✅ What to do
- Review payment gateway reports each week:
- Success rates.
- Decline rates.
- Whether declines originate with the bank or gateway.
- If failures are high:
- Contact the payment provider.
- Consider a comparison with another provider.

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📌 Summary
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Payment problems may not trigger an obvious warning, but they reduce completed orders and lose customers who reached the final stage intending to buy.

Focus on:
- Offering suitable payment alternatives.
- Simplifying checkout.
- Improving messages and security.
- Monitoring successful and declined transactions.

These improvements can increase sales without attracting more visitors or changing prices: they remove obstacles between the customer and a completed order.

🇹🇷 Related Guides​
 
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