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Scandinavians Ignore Cash on Delivery
Nordic countries have almost completely abandoned cash-on-delivery payments. Sweden, Norway and the United Kingdom have cash delivery penetration below 10%.
The explanation is simple. These markets have high payment card penetration in everyday life. Digital services like Klarna originated in Scandinavia.
British consumers prefer five main payment methods: Mastercard, VISA, American Express, PayPal and Apple Pay. Cash on delivery is outdated for them.
Eastern Europe Sticks with Cash
The opposite pole represents countries with cash delivery penetration above 60%. All are located in Eastern Europe.
Poland has 60.7% penetration and barely crosses the threshold. Lithuania reaches 64.9%, while Serbia has 69.2%.
The absolute winner is Greece, with 85.6% of e-shops offering cash on delivery. Close behind are Bulgaria (80.3%) and Slovakia (80.1%).
Economic Reasons Behind Cash Preference
Greek numbers are no coincidence. Past economic crises created distrust in digital payments, plus courier companies in Greece give priority to cash delivery shipments because:
- They receive payment immediately upon delivery
- Customers appreciate delivery speed and safety
- They pay only when they actually receive the goods
Central Europe Shifts to Digital
Countries between these extremes are seeing cash delivery decline. Fewer and fewer stores offer it.
The reason is the growing range of payment cards and digital providers. The European market integrates with international sellers and platforms.
Impact for E-commerce Companies
- Western sellers can expect lower conversion rates in these regions. Customers are used to instant digital payments.
- Eastern European sellers must calculate higher costs. Cash delivery is more expensive than online payments due to cash handling.
- International players need regional strategies. One payment system doesn’t work across all of Europe.
Future of European Payments
The trend points toward digitalisation, but the pace varies. Western Europe is practically cashless in e-commerce.
The East will need time to build trust in digital payments, but economic stability and better infrastructure will accelerate this transition.
Based on ECDB report
