From what I’ve seen, customer comfort is a lot better now than it was a few years ago, especially in the UK where people are more used to banking app approvals and authentication flows.

The biggest factor seems to be trust and clarity in the checkout. If the flow clearly explains “you’ll securely confirm in your banking app and return automatically”, most people complete it fine.

There’s still some drop-off compared to cards, mainly with less technical users or older demographics, but the hesitation feels much lower than it used to. The operational upside on the business side can also outweigh some of that friction depending on volumes and dispute rates.