After an information packed Day 1 at Google IO 2017, there was hardly any relief on Day 2 as it had much more to offer. It focused on how web is getting better than ever with richer experiences. It thus blurred the lines between apps and itself. Apart from a seamless experience, it has also made the life of users very simple. "Mobile Ecommerce is huge. US mcommerce sales will be over $15 billion this year"- eMarketer
Checkout forms were first launched in 1984, and not much had changed ever since, until last year. The whole checkout process was cumbersome. We had to fill long forms, write down every single detail, for every time we needed to make purchase.
“For now, mobile converts lower than desktop and other counterparts. This poses a huge opportunity to provide better payment solutions on mobile web in order to lure users to make more purchases over mobile”, said Zach Koch (Product Manager) at Google IGO 2017.
Web Payment Request
With Web Payments API starting off from September last year, it has changed the way we buy things online. This has made it convenient to purchase something with minimal clicks. It is built to be swift, open and ready to be used easily. Kogan, Portero, Monzo, Nivea, Wego, are some of the early adopters of Web Payments API, announced in the Google IO 2017.
It should be noted here that the payment request is not a processor! As informed at Google IO 2017, this request is not just restricted to Chrome platforms but can be accessed on many others including iOS.
The two major goals for this change to be effective were:
- Seamless transaction process on web
- 2. High level of security to be PCI compliant
From multi step checkout processes, we have reached a stage wherein we only have to type in the CVV number. Google forms get pre-filled for a user thus enhancing the purchasing experience and finishing the whole process end-to-end in a matter of seconds!
User data too is synced across all devices after the consent has been given. And it now supports all forms of payment. The icing on the cake is that they work amazingly well with AMP - right from searching a product to its accurate information to finally purchasing it. It can also be easily integrated with different channel platforms like WooCommerce, Shopify, Mobify, Weebly, BigCommerce, etc.
Upto 80% of checkouts contain only a single product. Zach Koch (Product Manager) at Google IO 2017, said that we are still stuck in the legacy system. He suggests that by directly adding a ‘Buy’ button to the product page itself would eliminate the lengthy process of taping on the product, adding the same to the shopping cart and then finally checking out.
Enabling 3rd party ecosystem
With the arrival of 3rd party payment platforms like AliPay, users can now directly click on the ‘Buy’ button and get authenticated via his/her biometric information. This is the power of the payment request API!
Integrate your app in 3 simple steps
- Define an identifying URL (google.cm/pay, alipay.com/webpay)
- Update your app
- Set up your manifest on web server
Future of Web Payments looks bright. It has not only made online purchase easier, but also enhanced user engagement.
Check out what happened in Google IO 2018 here.