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Choosing the right payment method for selling event tickets at B2B events is crucial to the success of the event. It influences not only the smooth running of the ticket sales but also the efficiency of the organiser. In this article, we explore the most popular payment methods for selling B2B event tickets and compare invoicing versus online payment.
For paid B2B events, the two main payment methods are typically "payment by invoice" and "online payment". Cash payments for event tickets are uncommon at B2B events, as companies usually do not operate physical presale points. Given that B2B events often have higher ticket prices than, for example, concert tickets, choosing the right payment method is key to successful ticket sales.
A smooth payment process is an important part of the "customer experience." When choosing a payment method, the following factors should be considered:
The selection of the right payment methods not only affects participant satisfaction but also impacts the registration rate and the administrative effort for event organisers.
Online payments are processed immediately, and payment confirmation is instant. This means less administrative work for accounting and provides planning certainty for event organisers.
With payment by invoice, there is a risk that invoices may be paid late or not at all. This is especially frustrating for already held events. Online payments avoid this risk as the amount is paid upfront.
Online payment allows for the automation of ticket dispatch. Once payment is successful, the ticket can be sent immediately, without manual checks.
Online payment methods like Visa and Mastercard also make ticket purchases easier for international participants. Credit cards are accepted worldwide, making the ticket purchase process more convenient for everyone involved.
Online payments incur fees, which must either be borne by the organiser or passed on to participants.
Some companies prefer payment by invoice for accounting reasons. Particularly for larger amounts, participants may not want to use credit cards or mobile payment solutions.
Using both online payment and invoicing methods simultaneously may seem appealing at first glance, but it brings several challenges:
Managing two different payment methods means double the work for accounting, customer service, and ticket processing. This can lead to errors and delays.
Payment by invoice carries the risk of payment defaults or late payments. This can jeopardise the planning certainty of the event and generates additional administrative work.
For invoice payments, tickets typically need to be manually released to prevent access to the event without payment.
An analysis of event tickets sold in 2024 via the Oniva Event Management Platform reveals the following:
The most widely used payment method for B2B events in Switzerland is Twint, accounting for 53% of all transactions. According to its own data, Twint now has over 5 million users, making it accessible to a large number of event participants (Source).
In terms of ticket sales revenue, Twint is also the leading payment method in Switzerland with 42%. A slightly different picture emerges when comparing the average ticket price by payment method. Visa accounts for the highest average ticket prices, while Twint has the lowest average ticket price.
Online payment methods offer clear advantages for ticket sales at B2B events: speed, automation, and planning certainty are the key benefits. Despite certain disadvantages, such as transaction fees, online payments reduce the high administrative effort associated with selling event tickets.
In Switzerland, Twint is the most popular payment method for purchasing event tickets at B2B events. For higher ticket prices, Visa is the most commonly used payment method.
Payment by invoice can be useful in certain cases but should not be used in conjunction with online payment methods to minimise complexity and administrative effort.
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