All eyes on cash

Why online retail should

keep an eye on cash

Part 1:
The consumer perspective
 Introduction
Although some experts think the opposite, cash will never lose its relevance.
For millions of consumers worldwide, it remains a payment option which they
­definit­ely do not want to lose. This white paper looks at selected studies on
this s­ubject and lists several reasons why online merchants will increase their
revenue by ­offering the Paysafecash payment option in their checkout process.

The first part of “All eyes on cash” is focused on the consumers’ perspective.
It shows why people around the world are still using payment in
cash more than any other payment option and why it makes sense
for merchants to offer them the opportunity to pay in cash online.

paysafecash.com/business @PaysafeGroup paysafegroup

Summary of findings

Consumers still use cash at

above average rates.

People who only pay by cash represent

massive growth potential worldwide.

When paying online using cash,

users value security, cost control,
and privacy protection.

All eyes on cash 3

1. 1. Cash remains
Cash remains
payment
payment
the most
method
the popular
method
around
most popular
around
the world
the world
Near-field communication,
Near-field e-wallets,
communication,cryptocur-
e-wallets,
in August
cryptocur-
2017, representing
in August 2017, 17 %representing
growth when 17 % growth when
rencies, and mobile rencies,
payments:
and mobile
these payments:
new tech- these compared
new tech-
to the year
compared
prior. No towonder
the yearthen, prior.that
No wonder
at then, that at
nologies form thenologiesbasis forformmanythe authors’
basis forpre- many$23.1
authors’
billion
pre-USD last
$23.1year,billion
theUSDworldwide
last year, volume
the worldwide volume
dictions for the beginning
dictions for of the
the beginning
post-cash of era.the of
post-cash
card payments
era. exceeded
of card paymentsthat of cashexceededpayments
that of cash payments
The numbers being Thepublished
numbers seembeing topublished
confirm seem for to
theconfirm
first time. This
for the
is due
firsttotime.
the fact
Thisthatis due
paying
to the fact that paying
their theory, andtheir a significant
theory, andcause a significant
seems with
causecash seems
online waswith previously
cash online difficult
was previously
to achieve.difficult to achieve.
to be the unbroken to betrend
the of unbroken
online shopping.
trend of online shopping.
According to the According
current “Future
to the ofcurrent
Retail”“Future
stu- of 79Retail”
% WOULD stu- NEVER
79 % WOULD GIVE UPNEVER CASH GIVE UP CASH
dy by Walker Sands, dy byalmost
WalkerhalfSands,
of all almost
Americanshalf of Cash
all Americans
remains an Cash essential
remainspaymentan essential
method payment
for method for
(46 %) prefer virtual (46retailers,
%) preferwhich
virtual
hasretailers,
a dramaticwhich has
most a dramatic
consumers, mostas shown consumers,
by studyasresults
shownfrom by study results from
impact on shopping impact
centres
on shopping
and department
centres sto-
and department
around thesto- world.around
Euromonitor
the world. International
Euromonitor re- International re-
res. Since 2002, this res. segment
Since 2002,has this
contributed
segmental- has contributed
ported that al- cash was
ported used that
forcash
68 %was of allused
transac-
for 68 % of all transac-
most half a millionmost jobshalf
to the
a million
USA. Injobs
theto United
the USA.tions
In theinUnited
Western Europe
tions inasWestern
of 2013.EuropeIn the as United
of 2013. In the United
Kingdom, a similarKingdom,
situationahas similar
unfolded.
situation
Online
has unfolded.
Kingdom, Online
considered
Kingdom,
one of considered
the pioneers oneof online
of the pioneers of online
spending on the islandspending
registered
on theatisland
1.1 million
registered
GBP at 1.1 million GBP
shopping and newshopping
paymentand methods,
new paymentthe ING methods,
In- the ING In-
ternational Surveyternational
(2017) reported Surveythat (2017)79 reported
% of that 79 % of
respondents said respondents
they would said neverthey completely
would never completely
give up cash. These giverates
up cash.
are evenThese higher
ratesinare Cze-even higher in Cze-
still popular
Cash still popular chia (82 %), Austria chia(84(82 %),%),Germany
Austria (84 %), and Germany (84 %), and
three quarters
More than
of Europeans
three quarters
say that
of Europeans
they neversaywantthat
to they never want to Italy (85 %). Even Italyin the(85USA %).andEven Australia,
in the USA aboutand Australia, about
sh entirely.
give
The
upsame
cash is
entirely.
true in The
the USA
sameandis true
Australia.
in the USA and Australia. three-quarters of consumers
three-quarters refuseof to
consumers
give up cash refuse to give up cash
(see graph). At the(see “Future
graph). of Cash”
At the conference
“Future of Cash”in conference in
European
onsumers
European
consumers 76 % 76 %
October 2017, Victoria
the Bank of England)
October Cleland
the outlined
2017, (Chief
Bank of England)
Victoria
her reasons
Cashier
Cleland
outlined
for not
of (Chief Cashier of
her reasons for not
therlands Netherlands 59 % 59 % believ ing that cashbeliev
has lost
ing that
its value
cash to
hasthelost
people.
its value to the people.
“In 2016 the value “Inof2016Banktheof value
England of Bank
notesofin England notes in
Belgium Belgium 62 % 62 %
circulation increased circulation
by 10 %, increased
reachingbyover 10 %,70 reaching over 70
France France 62 % 62 % billion GBP in thebillion run-upGBP to in
Christmas:
the run-up thetofast-Christmas: the fast-
xembourg Luxembourg 69 % 69 % est growth in aest decade,”
growth she in asaid, decade,”
highlight-she said, highlight-
Poland Poland 73 % 73 % ing how important ingcashhowpounds
important still cash
are to pounds
the still are to the
British. “Cash remains British. the “Cash most remains
widelythe used most widely used
Turkey Turkey 74 % 74 %
payment methodpayment in the UK. methodIt accounted
in the UK. for It accounted for
Romania Romania 74 % 74 % 44 % of payments made 44 % ofbypayments
consumers madein 2016.”
by consumers in 2016.”
Spain Spain 79 % 79 %
Kingdom United Kingdom 79 % 79 %
ASIA, LATAM, AND
ASIA,
MENA
LATAM,
AREAND MENA ARE
PARTICULARLYPARTICULARLY
FOND OF CASHFOND OF CASH
Republic Czech Republic 82 % 82 %
The special position
The of special
cash position
is even clearer
of cashinis even clearer in
Austria Austria 84 % 84 %other regions of the
other
world,
regions
for example
of the world,
in South
for example in South
Germany Germany 84 % 84 %America, Asia, theAmerica,
Middle East,
Asia,and
theWest
Middle
AsiaEast,
– alland West Asia – all
future markets for future
online
markets
trading. forAccording
online trading.
to According to
Italy Italy 85 % 85 %
a new Paypal study,a new
overPaypal
half of study,
consumers
over half
(57of consumers (57
USA USA 75 % 75 % %) in Asia cite cash %) in
as Asia
theircite
preferred
cash aspayment
their preferred payment
Australia Australia 79 % 79 % method. In India,method.even further
In India,
growth
evenis further
expec- growth is expec-
ted in this sector.ted
In e-commerce,
in this sector.the In e-commerce,
results of the results of
Source: ING International Source:
Survey 2017
ING International Survey 2017

paysafecash.com/business
sh.com/business @PaysafeGroup @PaysafeGroup
paysafegroup paysafegroup
a 2016 study by PPRO Financial Ltd. for Eastern
Europe are particularly interesting. It concluded
that 48 % of all e-commerce transactions across
Cash in e-commerce
In Eastern Europe in particular, many goods are ordered
Eastern Europe are cash-based payments. For online but paid for in cash.
example, online purchases which are paid in
cash on delivery, or when being picked up from Card payments
a shop. In contrast, credit cards played a sub- 20 %
ordinate role with just 20 %. This ratio was even Bulgaria 65 %
more marked in Bulgaria (65 % to 20 %), Czech-
13 %
ia (67 % to 13 %), Hungary (60 % to 30 %), and Czech Republic 67 %
Romania (90 % to 6 %).
30 %
Hungary 60 %
EVEN MILLENIALS PAY IN CASH 6%
Those who would argue that these numbers are Romania 90 %
solely representative of a ‘catch-up period’ should Cash payments
take note of new results from a Newzoo and Cyber-
source survey of European millenials and gamers. Source: PPRO Financial Ltd. Study

In France, Germany, and the United Kingdom, for

example, 7–10 % of people from these tech-sa-
vvy and constantly connected young consumer
groups continue to pay for their online purchases
with cash on delivery. This number rises to 20 %
in markets such as Spain and Italy, where pre-paid
card payments are particularly high at 15–63 %.
By contrast, mobile apps currently have a market
share of merely 5–13 % depending on the country.
Does cash also have real potential online? A stu-
dy of five European countries, commissioned by
paysafecard in June 2017, shows very clearly that
it does. Over 20 % of those surveyed were‚ very I like having cash in
interested’ in a payment method which would my wallet. Notes and
allow them to pay online with cash without the coins give me a
need for a bank account, credit card, or any other
form of account. A further quarter reported being
feeling of freedom and
‘interested’. However, something which could be independence.
even more important: Over 40 % said that they
would definitely try out a true cash payment me-
thod online. Josef, 55, construction manager,
Austria

Wants to pay for his valuable stereo system compo-

nents in cash, rather than from his
joint partner account.

All eyes on cash 5

2. 2. Two billion
Two billion
only pay
people
onlywith
paycash
people
can can
with cash
It’s an impressiveIt’s
number.
an impressive
According number.
to the According
Wor- e-commerce
to the Wor-which e-commerce
has so far been
whichleft
hasuntouched.
so far been left untouched.
ld Bank’s Findex Report,
ld Bank’stwoFindex
billionReport,
adultstwoaround
billion adults
The mostaround
highly affected
The most arehighly
residents
affected
of Southeast
are residents of Southeast
the world have nothe bank
world
account.
have no That
bank
means
account.
that ThatAsia
means
and the
thatPacificAsia
Rim,
andwhere
the Pacific
more than
Rim,half
where
of the
more than half of the
around 40 % of all world
around citizens
40 % ofaged
all world
15 andcitizens
over areaged 15adult
and population
over are has adult
to population
manage without
has toany
manage
form ofwithout any form of
unable to use a bank
unable
cardtooruse
credit
a bank
cardcard
to make
or credit
pay- cardantoaccount.
make pay- an account.
ments online. Thisments
represents
online.
enormous
This represents
potential enormous
for potential for
THE POTENTIAL
THEMARKETS
POTENTIAL
OF MENA
MARKETS OF MENA
AND LATAM AND LATAM
Even in exciting future
Even markets
in excitingsuch
future
as the
markets
Middle
such as the Middle
l distribution
Global distribution
of bank accounts
of bank accounts East (MENA) or LatinEast (MENA)
America or(LATAM),
Latin America
compara-(LATAM), compara-
dle East (16
In the
%) Middle
and in Latin
East (16
America
%) and
(50in%)
Latin
in particular,
America (50 %) in particular,
tively few peopletively
over few
15 have
peoplean over
account.
15 have
For an account. For
s have a bank
few adults
account.
have a bank account.
example, 51 % inexample,
Latin America
51 % inandLatin
14 %
America
in the and 14 % in the
Middle East, where Middle
youngEast,
online
whereenthusiasts
young online
are enthusiasts are
& PacificEast
Rim Asia & Pacific Rim 69 % 69 % even less likely to have
evenaless
bank
likely
account.
to have a bank account.

Central Asia
Europe & Central Asia 50 % 50 % There are also someThere
surprising
are alsonumbers
some surprising
coming outnumbers coming out
of Europe. According
of Europe.
to estimates
According
by the
to estimates
EU Com- by the EU Com-
CD countries OECD countries 94 % 94 %in 2013, there
mission mission
arein302013,
million
there
people
are 30living
million people living
in Europe with noinbank
Europe
account.
with no
Thebank
afore-quoted
account. The afore-quoted
in America & Latin America &
Caribbean Caribbean 50 % 50 % Bank of England Director
Bank of Victoria
EnglandCleland
Directorestimates
Victoria Cleland estimates
that Great Britain currently
that Greatincludes
Britain currently
2.7 millionincludes
peop- 2.7 million peop-
Middle East 16 %
Middle East 16 % le paying almost exclusively
le paying almost
in cash.exclusively
A number,insayscash. A number, says
Cleland, which hasCleland,
risen bywhich
500,000hassince
risen2015.
by 500,000 since 2015.
Source: Global Findex database
Source: Global Findex database

These numbers areTheseevennumbers

higher in are
Eastern
evenEuropean
higher in Eastern European
countries, for example
countries,
in Bulgaria
for example
and Romania,
in Bulgaria
whe- and Romania, whe-
re just over 60 % ofre those
just over
aged60 over
% of15 those
use aged
a bank over 15 use a bank
account. Figures foraccount.
credit card
Figures
penetration
for creditare
cardatpenetration
a are at a
As a single mother
As a single
withmother with
mere 12 % in both mere
countries.
12 % Even
in both
Western
countries.
European
Even Western European
countries such as countries
Greece, Portugal,
such as andGreece,
ItalyPortugal,
under- and Italy under-
children I have
children
to calculate
I have to calculate
perform in terms ofperform
bank account
in termsprevalence.
of bank account prevalence.
costs precisely.
costsForprecisely.
me, For me,
paying online
paying
with cash
online with
USA: cash
ALMOST USA: 25 % ALMOST
OF ALL 25 % OF ALL
is a way to keep
is a way HOUSEHOLDS
my to keep my HOUSEHOLDS
ARE UNDERBANKED ARE UNDERBANKED
What do the statistics
What have
do the
to say
statistics
about have
the massive
to say about the massive
expenses under
expenses
control.
under control.
American market?American
For several
market?
years now,
For several
the Federal
years now, the Federal
Deposit InsuranceDeposit
Corporation
Insurance
has continued
Corporationto rai-
has continued to rai-
Anna, 29, on parental
Anna,leave, se the number
29, on parental leave, of
se “underbanked”
the number of
and“underbanked”
“unbanked” and “unbanked”
the Netherlands thehouseholds.
NetherlandsThe result:
households.
nine million
The result:
Americanninehouse-
million American house-
holds use neither holds
a bankuse account
neithernora bank
a credit
account
card, nor a credit card,
so they are “unbank soed”
they– this
are “unbank
accountsed” for–7this
% ofaccounts
all for 7 % of all
Wants to be able
Wants
to to
paybeher
able
energy
to pay
bills
her energy bills households in the households United States.in the
Furthermore,
United States.
an ad-
Furthermore, an ad-
and insuranceand
in cash.
insurance in cash. ditional 24.5 million
ditional
have very
24.5limit
million
ed access
have very
to bank
limited access to bank
accounts. When considered
accounts. together,
When considered
these numbers
together, these numbers

paysafecash.com/business
sh.com/business @PaysafeGroup @PaysafeGroup
paysafegroup paysafegroup
 I’m too young for a
credit card. But when
account for nearly a quarter of all households in one
of the most important economies on Earth. Before
my grandma gives me
now, affected families were only able to shop online cash at Christmas,
using pre-paid cards or cash on delivery. The ability I want to spend
to access other payment options is therefore crucial
for them.
it online.
Sven, 15, student, Germany
The same applies to an interesting target group,
which usually goes barely noticed by most
studies: those aged under 15. Cash gifts from re-
latives are not easy for most young teenagers to Wants to pay for his
bank. Nevertheless, it is precisely these citizens moped insurance with cash.
who offer excellent growth opportunities
for merchants, because they are remarkably
active online. According to Statista, in Germany alone
there are more than six million 6- to 15-year-olds, and Young adults are less likely
more than two million 15- to 17-year-olds who would to have a bank account 15–24 years
be likely to shop online more frequently if they had This is shown by the figures for the distribution of accounts Over 25 years
the option to pay with cash directly on the internet, according to age groups.
without an account or credit card.
100 %

75 %

50 %

25 %

East Asia & Europe & OECD Latin America & Middle
Pacific Rim Central Asia countries Caribbean East

Source: Global Findex database

Future growth Average 89.1 %

market Greece
Eastern Europe Portugal
Italy
Particularly in Romania,
Croatia
Bulgaria, Hungary and
Slovakia, comparatively Czech Republic
few adult consumers Poland
use a bank account. Slovak Republic
Hungary
Bulgaria
Romania
25 % 50 % 75 % 100 %
Source: The World Bank, ”Fung Global Retail & Technology”

All eyes on cash 7

3. 3. Tens of
Tens
millions
of millions
preferprefer
paying
of consumers
paying
in cash
of consumers
in cash
The acceptance of Thecash
acceptance
and the of desire
cashtoandspend
the desire
results
to spend
show thatresults
in almost
showevery
that country,
in almostcash every country, cash
it online is not onlyit online
due toisthe
notlowonlyavailability
due to theoflow availability
is perceived of as istheperceived
safest way as theto pay safest – forway to pay – for
bank accounts. Proof bankofaccounts.
this can be Proof
seenofinthis
thecan
cashbe seen
example
in the cash
62 % in the
example
US and 6256%% in in
theAustralia.
US and 56 (see% in Australia. (see
enthusiasm of Germanyenthusiasmand Austria,
of Germanyevenandthough
Austria,graphic)
even though graphic)
adults in those countries
adults inpossess
those countries
both a bankpossess
ac- both a bank ac-
count and a credit count
card.and
In Europe,
a credititcard.
is these two itALMOST
In Europe, is these twoNOBODY ALMOSTTRUSTS NOBODY TRUSTS
markets above all markets
others above
where allalmost
othersnobody CREDIT
where almost CARDSCREDIT CARDS
nobody
wants to give up cash.
wants to give up cash. As a market agent As survey
a market fromagent
November
survey 2016from November 2016
shows, data security shows,is data
now security
the mostis import-
now the most import-
The reasons for this The trend
reasons areforeasily
this identifiable
trend are easilyantidentifiable
aspect by far ant (86.9
aspect%)bywhen far (86.9
consumers%) when consumers
in a graph showing in a graph
the results
showing of the INGresults consider
of the ING online consider
paymentsonlinein thepayments
markets inof the markets of
International Survey International
2017. In both
SurveyGermany
2017. Inandboth Germany
Germany,and Austria,Germany,
Switzerland,
Austria,
and Switzerland,
the UK. Easeand the UK. Ease
Austria in particular,
Austria
more in than
particular,
80 % more
of respond-
than 80 % of oforder
respond-
ing and ofconvenience
ordering and considerations
convenienceran- considerations ran-
ents believe thatents they
believe
can best
that protect
they can their
best ked
protectonlytheir
fourth, ked
featuring
only fourth,
in just featuring
over 50 % in ofjust over 50 % of
privacy with cash.privacy
Most importantly
with cash. Most
for merchants,
importantly for merchants,
responses. Even responses.
more importantEven morethan the important
latter than the latter
consideration is the consideration
online consumer’s
is the online abilityconsumer’s
to ability to
keep track of their keep
expenses
track of(52.2
their%). expenses
This is yet (52.2 %). This is yet
another aspect attributed
another aspect
exclusively
attributed
to cashexclusively
by the to cash by the
umersConsumers
view cash as viewmore cash secure
as more secure majority of consumers.
majority of consumers.
onvincedMostthatare
theconvinced
level of security
that the
andlevel
protection
of security
of privacy
and protection of privacy
r than is are
the greater
case withthan
cashless
is the case
payment
with cashless
methods.payment methods. Almost 70 % of those Almostsurveyed
70 % of feel those “a surveyed
little” or feel “a little” or
“very” uncomfort“very”
able whenuncomfort
transmitting
able whenbanktransmitting
or bank or
48 % 48 % credit card details.
credit
An average
card details.
of 30.5An%average
of consu-of 30.5 % of consu-
54 % 54 % mers in the markets
mersresearched
in the markets
therefore
researched
refrain therefore refrain
ngdom United Kingdom 34 % 34 % entirely from entering
entirelytheir
from
credit
entering
card details
their credit
on- card details on-
63 % 63 % line. 41.5 % also refuse
line. 41.5
to enter
% also
anyrefuse
banktoaccount
enter any bank account
information online.information online.
43 % 43 %
49 % 49 % DATA SECURITY
DATA
BEATS
SECURITY BEATS
France France 29 % 29 % NATURAL DISASTERS
NATURAL DISASTERS
60 % 60 %
The very latest Unisys
The very
Security
latestIndex
UnisysGlobal
Security
(2017)
Index Global (2017)
confirms that global
confirms
awareness
that global
is alsoawareness
increasingis also increasing
48 % 48 % about the securityabout
aspects
theofsecurity
online aspects
payments. of online
Ac- payments. Ac-
77 % 77 % to study authors,
cording cording to 65study
% of authors,
consumers 65 fear
% of consumers fear
rmany Germany 28 % 28 % that their identitythat
or bank
their identity
records will
or bank
be stolen.
records will be stolen.
86 % 86 %
This concern ranksThis
farconcern
ahead ofranks
the fear
far ahead
of natural
of the fear of natural
disasters or national
disasters
security
or breaches,
national security
which werebreaches, which were
67 % 67 % registered by approximately
registered byhalf
approximately
of all respondents.
half of all respondents.
71 % 71 %
In general, internet
In security
general, concerns
internet security
are growingconcerns are growing
Spain Spain 46 % 46 %
74 % and,
74 % with a gain ofand,
33 %with
thisayear,
gain are
of 33
stronger
% this year,
than are stronger than
ever. Around the world,
ever. Around
more people
the world,are more
afraid people
of are afraid of
personal or bank personal
details being
or bank
stolen
details
thanbeing
of war,stolen than of war,
curity Security
Privacy Privacy
Cashless paymentCashlessCash
payment
payment Cashterrorism,
payment or natural
terrorism,
disasters.or natural disasters.

Source: ING InternationalSource:

Survey ING
2017International Survey 2017

paysafecash.com/business
sh.com/business @PaysafeGroup @PaysafeGroup
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 I don’t like shopping
online with my credit
card after everything
It is therefore only logical that this development is
reflected in the reasoning behind why people want
I’ve heard about hacking
to pay with cash online. In the current Paysafecash attacks. Besides,
study, 46 % of study participants say they use cash I really like remaining
online because they do not want to disclose perso-
nal information. 37 % said they did not want to re-
completely
veal any bank or credit card details, and 32 % were anonymous when
convinced that cash was simply safer. paying with cash.
Alejandro, 42, mechatronics
engineer, Spain

Wants to use cash for the instalment

payments on his new motorcycle.

Security is a The fear of data theft and

decisive factor online fraud is greatest
This is according to consumers when asked The Unisys Security Index Global Report surveys what worries
what is important to them people most around the world every year.
when making online payments.

87 %
Data theft 65 %
Protection against
fraud and misuse
of data
Bank card fraud 64 %
National security 59 %
No additional fees 69 %
Viruses/
hacker attacks 58 %
Speed of the
transaction 58 % Online money
58 %
transfers

Familiarity with the Catastrophes/

53 % 50 %
payment method 65 % cash based e-commerce
epidemics

Debts 50 %
Anonymity 34 %
Personal Safety 46 %
12 % credit card penetration
Source: Paysafecash survey Source: Unisys Security Index Global

All eyes on cash 9

 Conclusion
76 % of all Europeans don’t
want to give up cash
40 % of all legally competent citizens
around the world can only pay online in
cash because they have no bank account.
Worldwide, more and more users are
worried about the theft of their banking
details than they are about war, terrorism,
or natural disasters.
paysafecash.com/business @PaysafeGroup paysafegroup
Credit cards and other cashless forms may a ­ ccount
for the bulk of online merchant sales, but the
biggest potential for growth lies with the millions
of consumers and online users who want to pay in
cash but are currently unable to do so due to a lack
of options. The reasons for this are varied. Some
potential online buyers have no account or no credit
card. Others appreciate the ability to control their
costs using cash. By far the greater part, however,
are now so sensitized to security issues that they
would more often like to choose, while shopping
online, the cash payment as the safest option
for a transaction, for example if they are using an
unsecured public network.
Therefore, most of the study results discussed here
suggest that cash online may be about to undergo a
rebirth in many parts of the world. Because:
PAY SAFE. PAY CASH.
Paysafecash at a glance
New alternative cash payment solution
by paysafecard
Allows merchants to access additional
customers groups
Customer-friendly payment flow – How it works
GENERATE BARCODE
The customer selects „Paysafecash“
as his payment method in the web
shop, loads the generated QR/barcode
onto a wallet, sends it to his mobile
phone or prints it out.
Especially designed for e-commerce areas,
such as retail, ticketing and travel
100% payment guarantee;
No chargeback risk
FIND PAYMENT POINT SCAN & PAY
With the Online Search App The customer has the QR/barcode
the customer finds his nearest scanned by the sales staff in the
Paysafecash payment point. payment point and pays the open
amount - done.
All eyes on cash 11
 All photos: shutterstock

paysafecard.com Wertkarten Contact us

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