# Frictionless Checkout Features On Running Launches Its Direct-To-Consumer Checkout with Adyen By Adam Harrie | Written with AI assistance | Published 2026-08-13 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/directtoconsumer-checkout References: [chainstoreage](https://chainstoreage.com/running-ensures-frictionless-checkout-across-channels) & [on](https://www.on.com/en-ca/explore/athletes?srsltid=AfmBOop9qiIQw3ytp_fvMvZ7PbeYhGk7ZjmJE2fifV_YomK02CrYmWlL)  On Running partnered with Adyen to streamline its direct-to-consumer checkout experience across physical and digital retail channels. The Switzerland-based athletic apparel and footwear brand uses Adyen’s [unified payments platform](https://www.trendhunter.com/trends/adyen-launched) alongside Adyen Uplift, an AI-powered payment decision engine designed to dynamically assess transactions and reduce checkout friction. The system adjusts security checks based on shopper behaviour, while chargeback and dispute outcomes feed back into the model to improve fraud decisions over time. On Running also uses Apple Tap to Pay on iPhone for [in-store transactions](https://www.trendhunter.com/trends/pointofsale-terminals). The retailer says Adyen Uplift increased global payment conversion by 0.85% and reduced its fraud rate by 0.17% within 12 months, resulting in more than 71,000 additional successful transactions. For shoppers, the technology supports faster, more seamless payments while maintaining targeted fraud protection. The rollout reflects growing retailer investment in [AI-driven payment optimization](https://www.trendhunter.com/trends/digital-checkout) across omnichannel commerce. Image Credit: On Running ## Trend Insights (Trend Hunter) - Score: 6.7/10 - Popularity: 53% | Activity: 59% | Freshness: 90% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) ## Key Themes ### What's Driving This Trend - **AI-powered Checkout:** Machine learning payment engines create room for retailers to balance stronger fraud detection with higher conversion across digital and in-store transactions. - **Unified Omnichannel Payments:** Connected payment platforms are reshaping commerce by giving brands a single view of customer transactions across physical retail, mobile, and ecommerce channels. - **Adaptive Fraud Prevention:** Behavior-based security systems introduce new potential for real-time risk assessment that reduces unnecessary payment declines while protecting revenue. ### Who This Affects Most - **Retail Technology:** AI-enhanced checkout infrastructure is expanding the role of retail technology providers in improving conversion, trust, and operational efficiency. - **Athletic Apparel:** Performance brands can strengthen direct-to-consumer relationships through seamless payment experiences that match consumer expectations for speed and convenience. - **Fintech:** Payment platforms with embedded intelligence are creating competitive differentiation through dynamic authentication, fraud learning, and transaction optimization. ## Related on Trend Hunter - [Shoppable Discovery Commerce](https://www.trendhunter.com/trends/Shoppable-discovery-commerce.md) - [Novel Multi-Brand Retail Experiences](https://www.trendhunter.com/trends/multibrand-shopping-and-ordering.md) - [Mobile-First POS Systems](https://www.trendhunter.com/trends/mobile-pos-platform.md) - [Frictionless Checkout Features](https://www.trendhunter.com/trends/google-pay-direct-checkout.md) - [Native Delivery Marketplaces](https://www.trendhunter.com/trends/direct-sales-channel.md) - [Limited Release Selling Tools](https://www.trendhunter.com/trends/limited-release-selling-suite.md) - [Service-Backed Recommerce Platforms](https://www.trendhunter.com/trends/Full-service-secondhand-marketplaces.md) - [One-Click Purchase Protections](https://www.trendhunter.com/trends/one-click-purchase-protection.md) - [iPad Vision Self-Checkout Systems](https://www.trendhunter.com/trends/visiolab.md)