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市场是全球的,支付是本地的

Jeff John Roberts 2019年02月27日

虽然零售商们变得更全球化了,但各国人民的支付方式却有很大的不同。

 
蔬菜摊上的支付宝收款码。

如果你在世界各大主要城市的市中心逛逛,你会发现很多相同的品牌商超。虽然零售商们变得更全球化了,但各国人民的支付方式却有很大的不同。支付服务提供商Adyen的一名高管卡姆兰·扎基认为,造成这种现象的原因既有监管因素,也有旧支付体系的惯性因素,但同时也与一个国家的文化有关。简言之,人们最喜欢从小到大用惯了的支付方式,即便当前已经有了新的技术。与此同时,各国的在线支付方式也是多种多样的。下面我们就来介绍各国消费者在线支付的三种方式。

巴西

巴西是南美洲最大的市场。在巴西,有千百万人使用着一种叫做Boleto的线下支付方式。消费者在网上下单后,要拿着打印出来的条形码,跑到当地的商店或彩票站去进行现金支付。条形码被扫描后,商家确认了收款,就会开始发货,或者让消费者到商店里去取货。Adyen公司介绍道,Boleto占巴西在线支付市场的份额达到了80%。它在巴西之所以很受欢迎,也是由于35%的巴西人没有银行账户。

荷兰

许多北欧人不喜欢使用信用卡,这既是由于北欧人在文化上对债务的厌恶,同时也是由于监管机构不允许信用卡发行商出台像北美地区那样夸张的消费刺激手段来鼓励人们进行信用卡消费。因此,借记卡在北欧特别受欢迎。在荷兰,大多数在线交易都是通过一个名为iDEAL的系统进行的,该系统会将购物者从商家页面引导到一个在线银行网站,用户输入ID和密码后,可以返回至商家页面完成交易。

中国

如果中国消费者想买什么东西,他们基本上都会通过手机支付。中国的在线支付市场基本被支付宝和微信钱包/财付通所垄断,就连欧美国家的一些豪华商场也意识到了这一点,纷纷亮出了二维码,确保中国游客能使用这些平台进行支付。(财富中文网)

本文原载于2019年3月刊的《财富》杂志。

译者:朴成奎

If you stroll the downtown of the world’s major cities, you’ll see many of the same stores. Yet even as retailers become more global, the way people pay for things still varies dramatically from country to country. According to Kamran Zaki, an executive at payment provider Adyen, this is partly owing to regulation and legacy systems but is also tied to culture: In short, we like to use the payment method we grew up with, even if a newer technology is available. But online payments are just as varied. Here are three ways that online consumers around the world pay for goods.

Brazil

In South America’s biggest market, millions of people make online purchases with Boleto, an off-line installment method. This involves printing a bar code and trotting down to a local store or lottery stand to make a cash payment. The bar code is scanned, and once the item is paid off, the merchant ships it or lets the customers pick it up in a store. Adyen says Boleto accounts for up to 80% of online payments. It’s popular in part because 35% of Brazilians lack a bank account.

The Netherlands

Many Northern Europeans shun credit cards. This is partly the result of a cultural aversion to debt but also because regulations make it impractical for credit card issuers to offer the lavish spending rewards found in North America. So debit cards are especially popular. In the Netherlands, the majority of online transactions are carried out with a system called iDEAL that directs shoppers away from a merchant’s page to an online banking site. After entering an ID and a password, shoppers return to the merchant to complete the transaction.

China

When Chinese consumers want to buy something, it’s very likely the transaction will involve their mobile phone. Digital wallet services like Alipay and WeChat/¬Tenpay dominate the spending landscape, so much so that luxury retailers in the U.S. and Europe make a point of ensuring the payment platforms are available for Chinese tourists.

This article originally appeared in the March 2019 issue of Fortune.

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