Seamless payments become competitive edge for SaaS providers

By Milan Rojan

New research from Worldpay, now part of Global Payments, has shown that embedded payments have become a key competitive differentiator for SaaS platforms as UK consumers have increasingly booked wellness and personal services through apps and digital marketplaces.

The study has estimated that Brits have spent around $20.5 billion a year booking services such as fitness classes, beauty treatments, hair appointments and massages through platforms and apps. Younger consumers have accounted for a significant share of that spend, with Gen Z and Millennials together representing roughly half, or about $10.3 billion. Worldpay has said 55% of Gen Z respondents and 50% of Millennials have reported using booking platforms more than they had two years ago.

Sheli McCoy, founder of SweatBox Dundee, has said technology has helped her business scale while allowing her to focus on in-person coaching. She said: “Success is knowing we can’t do everything ourselves — it’s about harnessing the talents of other people and bringing in technology to help us pull everything together.”

Fitness has emerged as one of the clearest examples of the shift. The research has found that 31% of UK adults have used platforms to book fitness services, ranging from classes to gym experiences, while 60% have said they now book through this method regularly. One in eight respondents has also said they have used platforms to discover and support independent businesses, underlining the growing role of digital booking tools in helping smaller operators reach new customers.

However, the findings have suggested that convenience alone has not been enough to secure bookings. Almost half of respondents, or 42%, have said they have preferred platforms that have offered simple and secure payments, while 71% have said they would have abandoned a booking if the payment experience had been poor. Refund expectations have also remained high, with 84% saying they would have expected a refund within 48 hours if a class or similar service had been cancelled.

Grant Evans, head of integrated and platforms for the UK and EMEA at Global Payments, has said: “We are living in the app economy, and fitness is one of its biggest winners. Crucially, this must include payments, which are often the make-or-break moment in a transaction.”

Worldpay has said the findings have shown that payment functionality has moved from a back-office feature to a core part of the user experience. A third of independent personal services businesses surveyed, or 36%, have said they needed their software to manage payments more effectively, highlighting the pressure on platform providers to offer integrated checkout and refund processes.

The research has suggested that SaaS platforms and their payments partners have faced rising pressure to deliver seamless booking, fast refunds and reliable customer journeys as consumer expectations have continued to climb.