Adyen launches Personalize for real-time checkouts
The payments company says its broader optimisation suite has cut processing costs by 9.4% for eligible traffic
Adyen, the Dutch payments platform, has launched Personalize, a new module that tailors checkout pages in real time to individual shoppers, aiming to reduce cart abandonment and lower transaction costs for merchants.
The company said Personalize uses what it calls Dynamic Identification, a layer that recognises returning shoppers and adapts the payment experience before they click "pay," reordering payment methods based on what a customer is most likely to use.
"This allows us to tailor the journey from the very first step, ensuring a smooth, secure experience before the customer even begins typing," said Carlo Bruno, vice president of product at Adyen.
The tool also highlights cost-effective payment methods and surfaces risk signals before a transaction is attempted, supported by reporting, A/B testing and configurable interface components.
Adyen said early data shows conversion improvements of up to 6% and transaction cost reductions of up to 3%.
The company cited its own research showing 37% of shoppers abandon a purchase if the process takes too long, while 72% of businesses report that high transaction fees put pressure on margins.
Personalize is part of Adyen Uplift, a broader optimisation suite launched in January 2025 that the company said has helped businesses lower payment costs by 9.4% on eligible traffic and cut false positives, where legitimate transactions are incorrectly declined, by 42% on average.
Adyen said the more than 6,500 businesses using Uplift saw an average 1.19% increase in payment conversion rates above industry baselines, rising to 6% for some customers.
In an initial pilot, Tebi, a hospitality technology platform, recorded a 4.26% saving on costs and a 0.8% lift in checkout conversions.
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"By adapting to how guests prefer to pay in the moment, we're capturing sales that used to be lost to friction while driving down transaction costs for our merchants," said Marc Hoynck, integrations and payments product manager at Tebi.
The Personalize module is available now to Adyen customers as part of Adyen Uplift.
The Recap
- Adyen launched Personalize to adapt checkouts in real time.
- Adyen Uplift users saw average 1.19% conversion increase.
- Personalize is available now to Adyen customers as part of Uplift.
