Luxury brands have spent decades perfecting the customer experience: the weight of a handbag, the ambience of a showroom, the choreography of a sales associate. These finer details are important, but companies are also missing out on a big opportunity with their tech. Payment infrastructure on the surface seems unnecessary to invest into. However, consumer behaviour is changing, and buyers are prizing authentic experiences over material goods more and more, leaving you with few excuses and disgruntled clients. The cost of fragmentation shows up in subtle ways first. A customer browsing a £3,000 item expects continuity. If checkout redirects to an unfamiliar page or requires re-entering details, their interest is gone. Research consistently shows that even small interruptions in payment flow increase drop-off because customers are forced out of the moment they were in.