Katarzyna Jakubiec, Chief Business Officer at G2A.COM, discusses the main ecommerce trends in gaming, customers’ preferred payment methods, and upcoming technologies that will impact the gaming industry further.
Which 2025 ecommerce trends have gained traction in gaming, and how has G2A reacted to them?
Throughout 2025, gaming ecommerce has been driven by AI, personalisation, and community-focused innovation, and G2A.COM has evolved with these trends. We use AI to create intuitive, secure, and personalised experiences, from smarter recommendations and our virtual assistant Stanley to advanced fraud prevention capabilities. Moreover, we’re continuously exploring new markets, analysing player behaviour, and adapting to local payment trends. Beyond transactions, we’re building a global community where gamers connect through shared values and experiences.
How do you cater to various audiences and payment method preferences?
Payment preferences in gaming vary widely across regions, so at G2A.COM, we localise our payment mix to match each user’s habits and expectations. With 400+ banking channels available across 180 countries, from iDEAL in the Netherlands to Bizum in Spain, we ensure gamers can always pay the way they prefer. Our checkout experience is optimised for speed, clarity, and trust – with local currencies, familiar provider logos, and seamless UX on any device.
We pay attention to security and compliance with global regulations and offer frictionless fraud prevention capabilities for secure transactions, powered by our partnership with Forter. By combining localisation, compliance, and advanced fraud controls, we aim to transform the payments journey into a smooth, trusted part of every user’s online experience.
How can platforms such as G2A.COM best monetise payment behaviour shifts?
At G2A.COM, we prioritise mobile-focused, instant, and localised payment experiences that reflect regional preferences and familiar methods. Recurring payments such as subscription passes, loyalty programmes, and rotating content tiers – all align with our users’ expectations for ongoing content.
By leveraging payment data and AI-driven segmentation, we deliver tailored offers, dynamic bundles, and discounts based on spending patterns and player value. Additionally, above all, we saw that a frictionless, fast, and secure UX builds trust and drives higher conversion, proving that seamless and transparent checkout experiences are more effective than flashy storefronts. Therefore, payments are becoming a strategic driver of growth.
Recently, we’ve introduced BNPL payment methods at checkout to improve the payment experience further and make the most expensive titles even more accessible.
Moving forward, which technologies are expected to have a major impact on the gaming vertical?
Several emerging technologies are set to redefine user expectations and drive the next phase of gaming ecommerce.
For instance, GenAI and intelligent agents will transform how users discover and interact with games, enabling smarter recommendations, personalised guidance, and enhanced support. We also expect real-time analytics and micro-moment personalisation to enable platforms to deliver content and offers at precisely the right moment, creating a highly responsive and tailored experience. Moreover, cloud streaming and device flexibility will continue to expand access, allowing gamers to engage seamlessly across platforms and devices, increasing usage opportunities.
Finally, XR/AR/VR and spatial commerce will revolutionise how users shop within games – walking through virtual stores, exploring items, trying on skins or avatars, and purchasing directly in immersive environments.
Together, these technologies will make gaming ecommerce more intuitive, personalised, and immersive, setting new standards for engagement and monetisation.
This editorial piece was first published in The Paypers' Global Ecommerce Report 2026, which provides a complete overview of key trends and strategies to help businesses worldwide succeed. Download your free copy today to explore in-depth insights on global ecommerce trends, the latest innovations in payment solutions, and strategies to stay ahead in a competitive market.
About the author
Katarzyna Jakubiec, Chief Business Officer at G2A.COM, leads sales, partnerships, and new business, being focused on driving expansion and revenue growth by building high-performing teams and creating tailored strategies to meet users’ needs. With ten years of progressive experience in business development, she is an accomplished sales leader, building strong business relationships. Katarzyna is an ecommerce enthusiast and believes in the constantly increasing role of marketplaces as places of connection.
About G2A.COM
G2A.COM is one of the world's largest trusted marketplaces for digital entertainment, where more than 35 million people from 180 countries have purchased over 135 million items. Users can choose from more than 90,000 digital offerings from sellers worldwide. G2A.COM leads in online security, having been awarded the American CNP award for the Best Merchant Team of the Year in anti-fraud and cybersecurity, alongside companies such as Microsoft, Barclays, and First Data.
