September 19, 2019
Apple Pay for Ecommerce

Apple Pay for Ecommerce


Hi, this is Linda Bustos from Get Elastic
and today we’re gonna talk about Apple Pay for e-commerce. Should you use it on
your store? Over 65 percent of US physical retailers are accepting Apple
Pay right now as of mid 2019 and online it’s a little bit different at 24
percent of the top online retailers in the US using it either in mobile
apps or through their mobile websites the best benefit of Apple Pay is taking advantage of one touch checkout on mobile where the user
doesn’t have to enter any of their own billing address, shipping address, credit
card information, et cetera – it can just pull it directly from what’s stored in the
wallet. That’s intended to streamline checkout and make things easier for the
user, but is it really a great thing for you as a merchant? Apple is saying that
some of their early retail pilots were showing upwards of 20 percent mobile
conversion lift, but the question is, is that only among iOS users or only iOS
users who have them enabled Apple Pay? What does that really translate to in
dollar lift versus the effort that it takes to add Apple Pay and what it might
actually take away from your customer experience. So the first important thing
to keep in mind is that Apple Pay is not just plug-and-play. Your developer is
going to need to do a little bit of set up and depending on how rigid or
flexible your business rules are for collecting customer data, you might have
some work to do to handle error messages et cetera, because Apple Pay wants to serve
everybody. They’ve gone broad on the diversity of retailers and data formats
that they support so the customer can actually set up their wallet in any way
that they want with all lower case, no address, no spaces in their telephone
number, this type of formatting Apple recommends that you
loosen up your business logic as well to accommodate all that — otherwise
you’re going to get error messages when pulling that data from Apple Pay. So
there’s one thing you might have to adjust — your business logic, and you might
not want to do that because there might be reasons why you require
telephones or addresses or zip codes or any other data in a certain format. The
second thing is actual checkout steps Apple uses something called a payment
sheet. If you’re using Apple Pay in a physical store, you don’t see this sheet,
you just do the NFC tap and it validates you
but online the users gonna see this sheet and you as a retailer can
customize your line items on that sheet the user will review the billing address and the shipping address all that, and can make edits, but you can’t collect actual
custom field information within that sheet as you can with your own checkout
flow. So we’re talking about things like coupon codes, email opt-ins, creating an
account — you can’t do that within checkout. You have to wait until the
order is placed and then you can ask the customer if they want to opt into
something, take a secondary action or anything like that. But, you know, once
someone has checked out they also can kind of mentally check out and not pay
attention to the things that you’re asking. So you either have to preload it
in in the cart page or collect that kind of information afterwards. There’s
also cases where you need to collect things like gift instructions or
shipping instructions, delivery instructions where somebody would enter
in a custom field, maybe buy online pick up in store options if you have that
within your checkout flow. You can’t do that in Apple Pay and you’re either
gonna have to front-load that to the cart, which on mobile is very difficult
because everything is squeezed into a vertical scrolling window. So once you
start adding additional inputs and actions that users take, does that appear
above the checkout button or below? Will people even see it? So that’s not ideal.
And most businesses do have some degree of customization in their
checkout that they’re not going to want to break for such a small segment of
Apple Pay users and the percentage of lift that you can get. So if you want to go more in depth about this and some of the decision criteria for you when you’re
trying to make a business case or decide whether it’s worth the effort go check
out The Truth About Apple Pay on Get Elastic. We’ve also got this
little handy cheat sheet where you can quantify the potential expected lift per
months that Apple Pay could bring you, and you can match that up against
the effort and the development that you’ll need to take. So
I hope that was helpful and looking forward to seeing you in the next video.

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