Tuesday , October 19, 2021

Eye on BNPL: Bonsai, Afterpay Ease Shopping on Publisher Sites; Opy USA’s Pay by Text Service

Shop Bonsai Inc., which provides in-app checkout technology under the Bonsai moniker, said it and buy now, pay later specialist Afterpay are making it easier for consumers to shop on an online publisher’s site without leaving the site.

Announced Wednesday, the arrangement enables Bonsai shoppers to potentially reduce the checkout experience by an average of four to five clicks, it says. 

“Rather than being redirected to a separate login page or checkout flow, online shoppers can now access the Afterpay [buy now, pay later] payment option at the same moment they are inspired to purchase—much higher in the sales funnel,” Bonsai says in a statement. The first publisher to use the service is Buzzfeed. The integration means Buzzfeed readers can purchase products directly within Buzzfeed content via Toronto-based Bonsai and pay for it with Afterpay.

“We’re building a native commerce ecosystem that brings publishers like BuzzFeed, merchants, and consumers together at the right moment, and with the right payment options available to them, to make online purchasing truly seamless,” Saad Siddiqui, Bonsai cofounder and chief executive, says in a statement. Native checkout in e-commerce refers to keeping shoppers in one app throughout the payment experience, without redirecting them to a third-party payment site.

In related news, Opy USA Inc. said it is working with Everyware, a contactless-payments and customer-engagement provider, to enable buy now, pay later by text.

“Everyware’s advanced communications capabilities and Pay by Text service offerings will enable consumers to pay for pivotal life purchases across targeted verticals such as health care, home improvement, auto repair and servicing, and education, to name a few,” Brian Shniderman, chief executive of Opy US and global chief strategy officer for Openpay Pty Ltd., the Australia-based parent company, said in a release.

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