Technology is restructuring how money moves.
From crypto-currencies to peer-topper payments and one-click checkouts, modern innovations are shifting the basic payment infrastructure of our economy.
The gadget we carry in our pockets is becoming more than ever thought possible. And the wallet is its next target.
Adii Pienaar, Founder of Conversio and WooThemes (later acquired by WooCommerce), sums this up best:
Customers worldwide are using their mobile devices for online shopping more often.
Depending on who you want to believe, it’s estimated that since late-2014 more than 50% of all online purchases are made from mobile devices. Apple / iOS has about a 15% market share of mobile devices, which is a huge potential user base for Apple Pay.
The attraction of Apple Pay is the convenience of already having your credit card details on your device. Your customers are also already familiar with spending money on their Apple devices (even if it’s just via iTunes or the App Store).
In general, there’s a trend where customers are spending more dollars when they can act impulsively and with a low-level of friction.
Think about how easy Amazon makes this with their 1-Click Purchases.
From a historical standpoint, Apple Pay, was announced in 2014. But it wasn’t the first of its kind.
A brief history of mobile payments, according to TechCrunch:
1983: David Chaum, an American cryptographer, starts work on creating digital cash by inventing “the blinding formula, which is an extension of the RSA algorithm still used in the web’s encryption.” This is the beginning of cryptocurrencies.
1994: Although this is disputed, some believe that the first online purchase, a pepperoni and mushroom pizza from Pizza Hut, occurs in this year.
1998: PayPal is founded.
1999: Thanks to Ericsson and Telnor Mobil, mobile phones could be used to purchase movie tickets.
2003: 95 million cell phone users worldwide made a purchase via their mobile device.
2007: Both the iPhone and the Droid operating system are released.
2008: Bitcoin is invented.
2011: Google Wallet is released.
2014: Apple Pay is launched, followed a year later by Android and Samsung Pay.
2020: 90% of smartphone users will have made a mobile payment.
At the time of Apple Pay’s release (years following Google’s own Wallet application), Apple CEO Tim Cook described the magnetic stripe card payment process as broken for its reliance on plastic cards’:
Outdated and vulnerable magnetic interface
Insecure security codes
Since then, the same technology Apple uses for Apple Pay has become ubiquitous worldwide: EMV, a payment tokenization specification.
It is why your credit card has a chip in it.
Still, digital payment methods remain more secure than physical cards. They can’t be stolen, for one.
“Payments like Apple Pay are the the most secure payment method out there. Apple Pay contains multiple layers of dynamic encryption and is also protected by TouchID, Apple’s fingerprint technology,” says Jennifer Pollock, Content Marketing Editorial Lead, Square.
But digital payment methods like Apple Pay have another upside: emerging generations with cash flow and raised on cell phones prefer them.
From a study conducted by The Washington Post.
And by 2030, those surveyed expect digital wallets to be the primary source of payments.
“Obviously, consumers are nervous about credit card security so offering the many payment choices is a good idea. Apple Pay means they don’t even have to pull out their credit card at a register,” says Rieva Lesonsky, CEO, SmallBizDaily.com.
To see how these trends are vying in 2020, I’ve interviewed 7 BigCommerce brands using the technology to understand their use case, their data and thoughts.
These two questions reigned supreme:
Are people using Apple Pay?
Would you recommend Apple Pay?
Here’s how their experience shook out.
We have a young demographic made up of high school and college students. We’ve noticed a spike in mobile usage so this made all the sense in the world.
It makes the checkout process incredibly easy.
Not bad at all. We had our developer do some simple styling, but that was about it.
We are continuing to see more and more users using mobile and fewer bounces in our cart. We can’t quantify Apple Pay effectiveness just yet, but we think that’s a helpful piece of the puzzle.
Absolutely, especially if the analytics are showing high mobile and iPhone usage.
Apple Pay is a solution to those low mobile conversions.
Typing in address and credit card info is an awful experience on desktop, never mind mobile devices. Add to that the fact that most people are on the go while using their mobile device and it’s not hard to understand why mobile conversions remain so low.
Adding Apple Pay gives your customers a frictionless way to instantly make a purchase without thinking twice about it.
– Richard Lazazzera, Founder, A Better Lemonade Stand
Our traffic is now over 80% mobile. Any technology that improves the user experience for mobile users is something we consider testing.
Apple Pay makes the checkout process seamless and improves conversion.
Like most native features on BigCommerce, implementation was easy. It took less than 10 minutes and required no developer time.
Our customers love it and we have had no technical issues since we implemented Apple Pay. It is a core part of our mobile checkout process.
Yes, if you have high mobile traffic it is a must have feature.
As a small ecommerce business, we feel the brand of “Apple Pay” will surely help our credibility as our customers checkout.
Needless to say, we also believed that the technology and user base would help us increase conversions.
BigCommerce had been amazing in providing the support and technology for a smooth implementation process.
It literally took us less than an hour to implement and fully test Apple Pay on our website.
It has worked wonderfully.
In particular, it has help us increase our mobile conversion by more than 20% and our desktop by 15%.
We added the Apple Pay button to allow customers a better, and more convenient, purchasing option.
We had noticed an increase in sales from mobile devices, and knew that by providing apple pay as an option, it would only increase them further.
The implementation process was quite simple. When we switched to Paypal Braintree, and with the BigCommerce platform, it was as simple as flicking a switch to implement Apple Pay.
It couldn’t have been simpler.
Since implementing Apple Pay, we have seen a steady increase in the number of sales in which customers have selected it as their payment option.
We also know that as more people grow accustomed to using it, they will expect to find it on all online retailers as an option.
For us, providing that kind of ease of use, and the added security it gives our customers, is an important element of having an ecommerce business.
In the time since we implemented Apple Pay, we have seen a 10-20% increase in sales on mobile devices.
In addition, it should also be noted that there has been a decrease in abandoned orders that had been started on a mobile device.
Although we did not expect it to be impacted by the implementation, we have also seen an 5-10% increase in AOV on mobile orders.
The answer is a simple one — we would absolutely recommend Apply Pay to other online stores.
The demand for such convenience is only going to grow, and the ease of implementation makes it a simple task to complete.
In addition, our increase in AOV and conversion rate are a testament to the smooth, seamless shopping experience that Apple Pay provides.
Less Mobile Abandoned Cart
One of the major hindrances to mobile buying has always been the checkout.
It’s easy to browse, it’s easy to add-to-cart, but the checkout process has always been cumbersome on mobile. Apple Pay streamlines the checkout and makes it easier.
– Allen Burt, Founder & CEO, Blue Stout
From a text to a call or even an Instagram notification, just about anything can take a visitor from our website.
We wanted to add a payment option that would allow someone to check out in seconds, so they can get back to whatever they were doing before linking to our site.
Easier than I expected. BigCommerce and Stripe’s integration made it so we were up and running in literally minutes.
The integration has been working flawlessly and chargebacks for that card-type are practically non-existent.
Implementing Apple Pay has only helped our website conversions, bounce rates, checkout process, and chargebacks.
I have yet to see a downside to enabling one of the easiest checkout processes we’ve ever implemented on our website.
Apple Pay is truly frictionless commerce.
Apple Pay is truly frictionless commerce geared to increasing mobile transactions.
My advice to retailers would be to run a thorough mobile UX audit and deliver a truly mobile first user experience to shoppers and customers.
Now that the mobile checkout has been more or less ‘fixed’ with Apple Pay (with Android Pay to follow), mobile devices will becoming the primary de facto online shopping device.
– Kunle Campbell, Founder, 2X Ecommerce
We decided to add the Apple Pay button due to the smooth transition offered during the checkout process.
Customers are now able to quickly proceed to check out and pay for their desired item – much more quickly than pulling out a credit card.
Apple Pay already has their billing, shipping and contact information saved to avoiding having to re-enter. This leads to easier navigation for our customers.
We have seen an overall increase in conversion since adding the Apple Pay button along with a few other additions were made to the website.
We can’t say for certain it was the Apple Pay button, but it certainly helps.
We would definitely recommend Apple Pay to other stores for many reasons.
The biggest one is the security and safety it brings to the customers at checkout, especially for smaller businesses.
The button allows a business to offer a very fast and efficient payment method. It also is great for mobile users. So many people are already on their phone so much, so paying with it just makes it that much more convenient.
Speed + Trust
Speed and trust: the less info you need a consumer to enter on your site, the more likely it is that they will complete the transaction with you.
Services like Apple Pay help take that mental roadblock of manually giving you their credit card info out of the equation. Really, it is all about convenience.
– Chris Van Dussen, CEO, Parcon Media
Apple Pay has become increasingly popular over the years.
Offering new ways for our users to checkout allows us to stay ahead of the curve.
Since 80% of our traffic is mobile or tablet, it made sense to offer payment options that are baked into those devices.
We really want to offer our users the ability to check out faster without too much manual input. Apple Pay offers a much more speedy checkout process.
The implementation process was pretty straightforward. We were able to get the payment method live in under an hour.
All we had to do was enable the feature and do some minor HTML adjustments to our checkout.
The implementation is incredible easy and can be integrated without a developer.
In 2018, we’ve captured over 600 sales with Apple Pay. It has made up 2.5% of our orders in 2018 and we expect that number to increase as Apple Pay becomes more popular.
I would highly recommend implementing Apple Pay.
For a successful ecommerce strategy, implementing multiple payment methods allows you to capture more orders and streamline the customer journey.
We’ve noticed a huge spike in our mobile traffic, and implementing features such as Apple Pay only enhance that experience.
Because of the easy implementation and low risk, there is no reason not to offer this option.
More Options, More Sales
Every time you add a payment solution, you make it easier for a related customer segment to buy and improve their conversion rates.
If you offer an impulse buy product, have a lot of mobile shoppers, or have items with lower AOVs, the Apple Pay user segment is probably not insignificant.
Go get them!
– Drew Sanocki, Private Equity Operating Partner, Empire Growth Group
When we saw that BigCommerce was releasing a seamless plug and play option to add ApplePay to our store, it was a no brainer.
Mobile is the future and this eliminates pain points for customers.
It gets us closer to competing with Amazon’s one touch payment as well. They are on everyone’s radar and it is important to keep up with them.
Extremely easy. If I remember correctly, we were up the day it was released and it took less than an hour to set up.
The percentage of our customers that use Apple Pay right now is too small in comparison to other checkout methods to quantify any changes in AOV or conversion rate.
We have received feedback from customers though that they are happy we have it and has improved their shopping experience.
Absolutely. BigCommerce makes it very easy to setup and it is free.
Why would you not add something to your store for free that makes your customers happy?
Tracey is the Director of Marketing at MarketerHire, the marketplace for fast-growth B2B and DTC brands looking for high-quality, pre-vetted freelance marketing talent. She is also the founder of Doris Sleep and was previously the Head of Marketing at Eterneva, both fast-growth DTC brands marketplaces like MarketerHire aim to help. Before that, she was the Global Editor-in-Chief at BigCommerce, where she launched the company’s first online conference (pre-pandemic, nonetheless!), wrote books on How to Sell on Amazon, and worked closely with both ecommerce entrepreneurs and executives at Fortune 1,000 companies to help them scale strategically and profitably. She is a fifth generation Texan, the granddaughter of a depression-era baby turned WWII fighter jet pilot turned self-made millionaire, and wifed up to the truest of heroes, a pediatric trauma nurse, who keeps any of Tracey’s own complaints about business, marketing, or just a seemingly lousy day in perspective.