According to PYMNTS Intelligence research in collaboration with Adobe, Gen Z consumers lead in digital wallet adoption, with 8.8% using Apple Pay for online purchases, surpassing millennials (4%) and older generations. However, millennials favor Google Pay over Gen Z by almost threefold. Preferences for payment methods significantly influence online shopping behavior, with consumers demanding diverse options at checkout. Both Google Pay and Apple Pay are witnessing increased demand, reflecting consumers' insistence on having their preferred payment methods available. This demand extends to merchants, who observe higher conversion rates when offering multiple payment options. Ensuring payment method availability is crucial for reducing cart abandonment and enhancing customer satisfaction, as highlighted by industry experts and direct-to-consumer brand owners.