New tech boosts European payments with 40% conversion rate increase

By Puja Sharma

Trustly, the global leader in open banking payments, revealed that its proprietary data engine, Azura, has changed consumer payment behaviour across European markets. Such changes include increased frequency and value of payments, faster transactions, and an increase in conversion rates.

These results indicate a clear shift in payment performance, providing evidence that the way the world pays is evolving. Azura’s recognition capabilities create a network effect, enabling consumers who opt-in with one merchant to be recognised across all other sites offering Trustly’s account-to-account technology. This seamless integration operates with the highest levels of security, ensuring that consumer data is protected while enhancing the user experience.

One year since its launch and successful rollout to 12 European markets, Azura has proven to shape the industry. The sophisticated data engine instantly triangulates billions of data points from merchants, users, and banks, enabling seamless recognition of individuals across devices and sites. This technology allows user personalisation for payments, deposits, and payouts with Trustly.

Currently, 3 out of 4 returning users who pay with Trustly benefit from Azura, leading to an increase in average order value. Two thirds of all transactions are now processed via Azura, resulting in significant conversion improvements across various sectors. The most significant impact has been observed in Financial Services, eCommerce and Travel, where there has been a 10pp increase in conversion. In the Baltic region, the time to order has been reduced by half.

Johan Tjärnberg, Group CEO of Trustly, said, “We are transforming the way people pay across Europe, resulting in a sharp increase in conversion rates—up to 40% in some countries—a turning point in consumer behavior, and clear merchant satisfaction globally. Personalisation for online transactions has been seriously under-utilised—we have changed that. And we are doing it on a unmatched scale thanks to our position as the leading account-to-account payments provider. Our mission is to innovate, and this is just the beginning.”

Looking ahead, Trustly is preparing to unveil the next generation of Azura in mid-June, further providing opportunities for the evolution of digital transactions.

Key Highlights:

• Increased spending: Consumers are spending 10.5% more at checkout when paying with Trustly
• Higher frequency: Consumers are purchasing 8.6% more frequently in key markets
• High opt-in rate: 75% of consumers opt to save their details with Trustly
• Faster transactions: 30% reduction in average time to complete a transaction across all markets and verticals. In certain markets, the time saving is over 50%
• Conversion rate increase: 20 percentage points in several key markets when comparing before and after using this new technology