The new rules of fashion and sportswear payments

Consumer expectations are changing faster than retail playbooks

Fashion shoppers are increasingly willing to switch brands when experiences fall short. The report shows that the most valuable shoppers, including women and younger consumers, are also the most sensitive to friction across checkout, returns, and digital experiences.

At the same time, many of the biggest barriers to conversion are within retailers’ control. Payments optimization, localized payment choice, seamless omnichannel experiences, and AI-powered assistance are emerging as critical competitive differentiators. ACI Worldwide surveyed 3,000 fashion and sportswear shoppers to understand how they shop, pay, and engage with fashion and sportswear brands.

This research uncovers

• Where shoppers see value in AI, and where they draw the line
• What’s driving impulse purchases and sudden spikes in demand
• How hybrid shopping journeys are changing expectations
• What’s the biggest benefit apps deliver
• How payment preferences differ by market, age, and channel
• The revenue impact of checkout friction and payment failures
• How retailers can balance returns abuse prevention with customer experience

Key findings in this report

Buying can see sudden spikes and is less cyclical

41% of fashion shoppers make impulse purchases during sales or promotions—49% among sportswear shoppers—driven by social media and limited-edition releases, especially with younger shoppers.

Shoppers move fluidly between channels

35% of shoppers buy online and collect in-store, and 15% use the retailer app to buy in-store. Women lead this hybrid behavior (41% vs. 28% of men); sportswear shoppers embrace omnichannel fully.

Apps drive a better experience and repeat purchasing

34% of shoppers say a retailer’s app makes shopping smoother. Women lead app usage (41% vs. 27% of men); sportswear shoppers value easier browsing (44%) and exclusive discounts (42%) even more.

Payment preferences vary by market, channel, and age

68% of fashion shoppers choose debit cards in-store, 62% online, with some variation between the US and UK. Cash still matters in-store (35%); digital wallets lead with 18- to 24-year-olds (51%).

Payments friction continues to cost retailers revenue

39% of shoppers abandon a purchase entirely if a payment fails. Unpredictability compounds it: unexpected costs at checkout cause 40% to abandon their purchase.

Fashion and sportswear retailers face a returns dilemma

55% of shoppers say stricter return policies would push them to shop elsewhere. Yet 79% agree that better sizing, product information, or reviews—not stricter policies—is the right fix.

Based on a survey of more than 3,000 fashion and sportswear shoppers across the United States and United Kingdom, commissioned by ACI Worldwide and conducted by YouGov.