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Adyen’s Personalized Checkout Tweaks Payment Options

Adyen has launched Personalize, a new service within its Uplift suite that tailors payment options on e‑commerce checkout pages in real time based on each shopper’s past behavior. The tool uses the company’s Dynamic Identification model, built from trillions of transactions, to surface preferred methods such as Google Pay or local wallets like Vipps, aiming to reduce friction and improve conversion. Merchants can set optimization goals—either cost reduction or conversion uplift—and exclude specific markets for manual control. Early data suggests digital wallets can achieve up to a 10 % higher conversion rate versus traditional cards.