Tuesday , October 19, 2021

Seeking Higher Conversion Rates, Payment Companies Target Streamlined Checkouts

Checkout abandonment, particularly on smart phones, remains high, suppressing transaction volumes and prompting new payment options to enable a faster, smoother process when consumers are ready to buy.

BlueSnap Inc., a Waltham, Mass.-based gateway, announced Tuesday an update to its Powered Buy Platform that aims to improve mobile and e-commerce conversion rates.

The update includes a hosted payment field to capture sensitive card data at checkout, an improved virtual terminal that enables consumers to use alternative payment methods, and an integration with PayPal Holdings Inc. for one-time and subscription purchases.

In related news, 3dcart, a hosted shopping-cart service, says it now offers merchants the ability to process payments via Braintree, a unit of PayPal. 3dcart says the PayPal-enabled shopping-cart plans start $9.99 per month.

Merchants that accept PayPal on 3dcart’s platform can enable One Touch, PayPal’s single-touch technology designed to streamline the mobile-checkout process. Braintree developed One Touch in 2014.

Suited to smaller merchants, the service enables 3dcart’s 17,000 merchants to accept payments with a single click, 3dcart says. The service accepts payments made with PayPal, and cards bearing the Visa Inc., MasterCard Inc., American Express Co., Discover Financial Services, JCB, or Diner’s Club marks. Fraud protection is included, 3dcart says.

The Braintree integration is one component to 3dcart’s recently updated software that also includes the availability of iPad-compatible point-of-sale software, updates to the software’s reporting tool, and a revised checkout process.

The new checkout processes come as researchers are noting an increasing share of transactions on mobile devices. New York City-based research firm e-Marketer has predicted that next year, for the first time, more than half of all so-called digital buyers—51.2%—will make at least one purchase with a phone. Digital buyers are those who perform transactions on Web browsers or in-app, according to eMarketer. That’s up dramatically from 40.8% as recently as 2014 and 45.6% in 2015.

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