For acquirers and payment service providers (PSPs), every declined transaction is more than a lost sale, it’s lost merchant confidence. Across e-commerce, industry data suggests that global card decline rates typically range from ten to fifteen per cent, and in some markets, much higher. The good news: most of those declines are preventable. By combining smarter payment gateway strategies, like adaptive authentication, intelligent routing, and network tokenisation, acquirers and PSPs can increase acceptance and deliver the seamless experiences merchants expect. Here are eight proven ways to boost transaction acceptance rates.

1. Implement Strong Customer Authentication (SCA) More Strategically

Under PSD2, European online payments require Strong Customer Authentication (SCA)—typically a one-time code, biometric check, or app confirmation via 3D Secure (3DS). But applying SCA to every payment introduces friction and lost conversions.

Acquirers and PSPs can differentiate themselves by implementing adaptive authentication flows that meet compliance standards while preserving the user experience. Risk-based authentication allows low-risk payments to proceed while challenging only higher-risk transactions, balancing compliance with conversion.

2. Automate SCA Exemptions ‍

PSD2 includes exemptions for various types of transactions, but managing them manually is inefficient. Institutions that automate exemption logic through adaptive decision frameworks ensure smoother authorisation flows without compromising security.

For example, low-value payments may qualify for exemptions. Likewise, low-risk payments identified through Transaction Risk Analysis (TRA) can bypass SCA entirely. PSPs that handle exemption requests effectively provide merchants with higher approval rates and if an exemption is not accepted, the payment can be tried again with SCA.

3. Optimise Routing and Retry Logic‍

Every card payment passes through multiple potential routes via acquirers, processors, or payment networks. Each path performs differently depending on geography, issuer behaviour, and card type. By offering intelligent, performance-based routing, acquirers and PSPs can direct each transaction through the path most likely to succeed. If one route declines, the system can automatically try a different route, leveraging different acquiring bins that are invisible to the shopper. Dynamic, data-driven routing improves approval rates, lowers operational costs, and builds resilience against outages, helping PSPs deliver tangible merchant value.

4. Offer Network Tokenisation as a Standard‍

Tokenisation isn’t just about security, it’s a proven driver for getting higher payment approval rates. Network tokens replace static card details with scheme-issued identifiers that remain valid even when cards are reissued or expired. Tokens can be used for recurring subscription payments, which only need SCA for the first charge, not necessarily subsequent transactions. By integrating network and gateway tokenisation into their platforms, acquirers and PSPs can reduce fraud exposure, simplify PCI compliance, and boost success rates for recurring or saved payments. For merchants, this translates into fewer failed renewals and stronger customer retention.

5. Use Data and Analytics to Drive Continuous Optimisation‍

Acquirers and PSPs have a unique vantage point: they see payment data across thousands of merchants, issuers, and networks. This insight can be transformed into an engine for improvement. By analysing approval trends, issuer behaviour, and network response patterns, PSPs can detect performance bottlenecks and fine-tune processing logic. Real-time analytics and issuer-level behaviour allows institutions to optimise configurations proactively, turning payment data into a competitive advantage for both themselves and their merchants.

6. Strengthen Fraud Prevention Without Adding Friction

‍Fraud prevention and payment acceptance performance are two sides of the same coin. Overly strict fraud rules can block legitimate customers, while loose ones invite risk. Acquirers and PSPs can implement adaptive risk management frameworks that combine behavioural analytics, payment footprints, and velocity checks to identify fraud without degrading user experience. Adaptive, data-driven risk models that adapt to transaction context help reduce chargebacks while maintaining high authorisation rates, keeping payments both secure and seamless.

7. Enable Digital Wallet Payments for Built-In, Low-Friction Authentication‍

Digital wallets, such as Apple Pay and Google Pay, use device-level authentication (biometrics or passcodes) to satisfy SCA seamlessly. For acquirers and PSPs, supporting these wallets not only expands acceptance options but also reduces checkout friction, since the authentication is built into the user’s trusted device.

8. Partner With Trusted Payment Experts‍

Ginger, XPP’s white-label e-commerce payment gateway, enables acquirers and PSPs to deliver modern, frictionless payment experiences under their own brand. With direct connections through partners like Silverflow, Ginger offers modular architecture, intelligent routing, tokenisation, and real-time data visibility—all within a secure, single-tenant environment. By integrating Ginger, institutions gain the flexibility to orchestrate payments end-to-end, optimising approval rates, streamlining compliance, and maintaining full ownership of transaction data.

In an increasingly competitive payments landscape, acceptance is no longer just a technical metric—it’s a strategic differentiator. Partnering with the right platform turns compliance and complexity into confidence and growth, which aligns with the future of eCommerce payments.