Report: The State of Buy Buttons On The Web

Take a wild guess. How many of the top 1,000 sites have buy buttons, 21 years after shopping online was born? You might be surprised — or not — depending upon how much online (and off-Amazon) shopping you actually do. PYMNTS, in collaboration with Abine, analyzed nearly 1,000 of the top online retailers to get a sense of whose buy buttons are where and what sort of spend trends that might imply. We promise you’ll be surprised by what we found. Grab our new Insider Report and Ready. Set. Buy (Buttons).

Twenty-one years ago, shopping from the comfort of your home was only possible through infomercials and home shopping networks.

Then, in 1995, Amazon introduced the world to the notion of “online checkout” on their site, allowing customers to check out with just the click of a branded buy button. A few years later, PayPal’s button helped boost fledgling marketplace eBay to the big time, and the eCommerce boom was on.

More than a decade later, those buy buttons are having big effects on the economy at large. The world is now obsessed with digital and online shopping, and mobile and digital wallets and other simple forms of checkout are all the rage. To find out more about the intricacies of buy buttons, PYMNTS and Abine collaborated to create the Ready. Set. Buy (Buttons) Insider Report by examining the websites of the top 965 online retailers.

Some things don’t change, and even after two decades, PayPal still reigns as king of the online buy button. According to our analysis, its blue buy buttons appear on 67.6 percent of the top online merchants, with more than 650 of the top merchants surveyed offering checkout via PayPal. Amazon is a distant but surprising second, accepted by almost 10 percent of merchants as of the time of our research.

Other key takeaways include:

- 4.1 percent of merchants accepted Visa Checkout, while 2.8 percent accepted Masterpass, and less than 1 percent accepted American Express Checkout and Chase Pay.

- 13.9 percent of the top 965 online merchants accept more than one mobile wallet or buy button.

- Merchants that added the American Express Checkout button had better online sales performance, conversion rates and monthly visitors than merchants offering buttons from other providers.

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To download the Ready. Set. Buy. (Button) Report, a and Abine collaboration, fill out the form below:

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About The Report

The Ready. Set. Buy (Button) Insider Report, a and Abine collaboration, is designed to detail the state of play regarding buy buttons online and how they made those decisions. We examined the websites of the top 1,000 online merchants and observed patterns of buy buttons and type and size of merchant, average online sales and the opportunity to drive conversion and sales. We also analyzed data to delve into the strategic intent of the players for approaching the merchants on which their buy buttons sit.




The How We Shop Report, a PYMNTS collaboration with PayPal, aims to understand how consumers of all ages and incomes are shifting to shopping and paying online in the midst of the COVID-19 pandemic. Our research builds on a series of studies conducted since March, surveying more than 16,000 consumers on how their shopping habits and payments preferences are changing as the crisis continues. This report focuses on our latest survey of 2,163 respondents and examines how their increased appetite for online commerce and digital touchless methods, such as QR codes, contactless cards and digital wallets, is poised to shape the post-pandemic economy.

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