Android users can now use Android Pay to complete purchases on “hundreds of thousands” of websites thanks to partnerships that Google struck with Visa and Mastercard. Any website that currently accepts Visa Checkout or Masterpass will now also support Android Pay, offering users a seamless checkout experience on the mobile web.
What Brands Should Do
Similar to the way Apple rolled out Apple Pay to the mobile web earlier this year, this extension of Android Pay should greatly benefit brands that sell directly on their websites. A recent study shows that smartphones now account for nearly half of all traffic to ecommerce sites, yet they only make up about 10% of sales. One big reason for this discrepancy is the friction caused by the manual input of payment information, and supporting mobile payment can eliminate some friction in online shopping and reduce shopping cart abandonment. Therefore, brands should be proactive when it comes to adding support for mobile payment to their sites so as to provide a better shopper experience.
For more information on how brands can modernize their user experiences to better engage with mobile shoppers, check out the Boundless Retail section in our Outlook 2016.