As a Senior Product Manager in the Customer Success Group at Salesforce, I spend a lot of time with global retail brands, helping them enable and empower their business. One of the requests I get to help customers achieve that goal is expanded mobile payment support in Commerce Cloud.
It’s easy to see why. Digital payment options, pioneered by PayPal, have been a boon to ecommerce. That’s particularly true in mobile, where PayPal, Apple Pay, Android Pay and others greatly ease the mobile checkout experience. In fact, mobile payments via these methods will overtake credit cards as the primary mode of purchase on ecommerce sites by 2019.
To that end, we have made significant updates to mobile design as part of the Storefront Reference Architecture. Why? Mobile wallets make life easier for shoppers, which ultimately results in more orders for retailers and brands.
Our recent Mobile Shopping Report found that mobile sites that include a mobile wallet option saw:
Mobile wallets reduce mobile buying friction by eliminating frustrating steps in the checkout process; anyone who has struggled to tap in 16-digit credit card numbers in tiny form fields can relate. According to a 2017 comScore study, 82% of shoppers cite convenience as a key reason they select a particular payment source, second only to security, at 86%.
One-touch checkout, pioneered by Amazon, goes even further, eliminating manual data entry entirely. Mobile payment options are having a real impact on where consumers choose to shop; according to a 2017 WorldPay Global Payment Report, 78% of consumers say that the payment experience affects their willingness to return to a retailer’s website.
If you manage an commerce site, here is what you should know about the top mobile payment providers:
Peer-to-peer payments are also gaining momentum in digital commerce. Here are few to watch:
Where to display payment options on your site
Payment options should be displayed on the shopping cart and payment page, and keep the user on the site vs take them off to a payment provider for most if not all of the checkout. Start with one payment option, and explore adding others based on your products and device usage, and make sure to track how each performs. Keep in mind, adding too many options may overwhelm shoppers,. Also bear in mind that Apple Pay and Google Pay only work on mobile devices.
For a deep dive on UX best practices for checkout flow, check out this blog, UX Best Practices: The Checkout Flow, written by an expert who’s helped hundreds of global brands grow their online business with better design.