Fidelity National Information Services Inc. (FIS) has added Google Pay to Worldpay’s Hosted Payment Page (HPP) product, affecting the operations of online merchants. This new addition, which involves technical integration within HPP, allows merchants to enable Google Pay as an option for express online checkout procedures.
“Now more than ever, consumers are swiftly moving online for shopping, so deploying quick, secure, user-friendly options at online checkout, like Google Pay, will be where merchants can gain an edge in an increasingly competitive market,” Shane Happach, the executive vice president and head of global ecommerce at Worldpay, said in the announcement.
Happach added how it is vital for merchants to deliver the most seamless shopping experience possible when it comes to online transactions. This is because online shoppers now have more choices than ever before. With the implementation of Google Pay, merchants can be ensured that their customers can complete purchases within seconds.
This can be done through the use of biometrics, which may encompass either a face scan or a fingerprint. What these biometric verification and authentication measures do is authorize payments to complete transactions as quickly as possible. Customers may also enter their Google password as a way to authorize their purchases as well.
Spencer Spinnell, the director of emerging commerce platforms at Google, noted how such a technical integration into Worldpay makes it easier for merchants to use the Google Pay option. “Our goal with Google Pay is to deliver a fast, secure and easy shopping experience for consumers, especially online where cumbersome checkout experiences can be a barrier to sales,” he explained.
This announcement and new integration arrives in the context of the global coronavirus (COVID-19) pandemic. Since more and more consumers are turning to online shopping as a way to receive their supplies and needs, merchants can adopt effective digital payment methods. Using such methods can ease the checkout process and reduce the friction when it comes to the customer journey, which can lead to a reduction in cart abandonment.
A survey conducted by the Baymard Institute found that 21% of online shoppers abandon their carts because the checkout process was either too long or too complicated. Therefore, with the addition of Google Pay, such a process can be streamlined, resulting in high customer satisfaction and an increase in sales for online merchants.
As the COVID-19 situation continues to change the way consumers make purchases, merchants should ensure that the preferred method of payment is available. This is in addition to the ease at which transactions can be finalized.
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