The FreedomPay report reveals how checkout has quietly become the moment that makes or breaks customer loyalty, as rising expectations outpace outdated systems and force retail and hospitality leaders to rethink payments from the ground up. Consumers have more ways than ever to check out and pay. And they have strong opinions about how they want to do it.

The takeaway – checkout has become a make-or-break brand moment.

But while consumers increasingly favor self-service, digital payments and frictionless experiences, many retail and hospitality organizations still rely on fragmented systems and legacy infrastructure.

Based on research from 1,018 consumers and 200 retail and hospitality leaders, this new report from FreedomPay, Verifone and Retail/Hospitality Dive reveals where checkout expectations are rising, where businesses are falling behind and what it takes to modernize.

The report uncovers:

• The widening gap between what consumers want and what brands offer
• How payment experiences influence loyalty and spend
• What legacy systems are costing organizations
• Where AI, unified commerce and modernization intersect
• Four practical steps to future-ready payments