PayPal adds to the click=buy equation with One Touch for Web

April 30, 2015 12:12 PM

Click. Buy. It’s the ideal combination for a smooth checkout, and PayPal has made it possible to do so beyond mobile devices with the introduction of One Touch for Web, which eliminates the need for consumers to type in their user ID or password on the web after their first login. The one-click service, introduced Tuesday, follows PayPal’s September release of One Touch for native mobile apps.

Consumers who pay with One Touch can check out across millions of PayPal-enabled websites. That includes the websites of 246 of the retailers ranked in the 2015 Internet Retailer Top 500. Extending the product beyond mobile devices will give the 165 million consumers with PayPal accounts access to the single-touch technology, regardless of whether those customers have the PayPal mobile app, Bill Ready, PayPal’s senior vice president and global head of merchant and next-generation commerce, wrote in a PayPal blog post.

“This is an industry first to bring One Touch across the entire web, not just at an individual merchant’s site,” says Anuj Nayar, PayPal’s senior director, global initiatives. “With One Touch, PayPal customers can pay across millions of merchants online and on mobile—across devices, channels and platforms. Most PayPal merchants won’t have to do any integration to get One Touch, they will automatically have it enabled,” he says.

Consumers who don’t have to repeatedly enter their shipping and payment details tend to spend more money, PayPal says. “We heard from many of our merchants that One Touch led to an immediate increase in sales, average order values, customer adoption and loyalty,” Ready said in his blog. “For example, Yplan reported a double-digit increase in conversions since using One Touch, and StubHub reported a double-digit increase in total sales and transactions through PayPal on iOS with One Touch since enabling One Touch for mobile last fall,” Ready said. Apple Inc.’s operating system for the iPhone and iPad is called iOS.

PayPal, which built the technology in-house, would not say what it cost to develop the payments feature. “This is an example of taking a seamless checkout experience initially built for mobile that proved to have a tremendous positive impact on conversion rates—and extending it across the web,” Nayar says. Inc., No. 1 in the Internet Retailer 2015 Top 500 Guide, owns the 1-Click trademark and patented the checkout option in 1999. Apple Inc. (No. 2) in October introduced Apple Pay, its mobile payment system that requires a consumer place her phone near a payment terminal that includes the wireless near field communication (NFC) chip technology, then authenticates her identity when she puts her finger on the phone.




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