Checkoutless commerce yet to become mainstream, Gene
70% of online retailers are failing to offer a checkoutless commerce experience on mobile, according to research by Gene.
The company examined take-up and placement of the top four digital wallets: PayPal, Amazon Pay, Apple Pay and Google Pay. Of the retailers that do provide checkoutless payment methods on the product detail or basket page, the most popular option is PayPal Express, which is offered by 84%. 12% of brands support Apple Pay and 4% offer Google Pay ahead of the checkout stage. Amazon Pay is provided by 26% of retailers.
“We are experiencing a monumental shift in the way consumers shop, and checkoutless commerce is an integral part of this,” says Matt Parkinson, MD at Gene. “Despite the growth in mobile traffic, conversion and revenue aren’t keeping pace which is a major challenge for retailers. Many are out of step with customer expectations by not using the latest technologies to make the shopping experience more convenient on mobile devices. Customers are working harder when retailers can reduce checkout to just a few touches.”
The research also examined device-specific wallets used at any stage of the payment process. 6% of retailers integrate Apple Pay, and just 2% offer Google Pay for Android customers either before or at checkout. Overall, 13% of retailers have no digital wallets.
“Checkoutless commerce is the Uber of retail - the industry can be transformed by embracing technology that makes life more convenient for customers,” Parkinson comments. “Our findings show that this trend is yet to become mainstream.”