PayPal senior vice president Bill Ready said that the service will roll out to Europe more broadly soon.
Braintree, a subsidiary of PayPal, enables payment processing for online merchants and uses PayPal’s One Touch tool to replace the traditional checkout experience with a few clicks. Braintree allows shoppers to set up a mobile payment provider of their choosing, including PayPal, Venmo, Apple Pay, and Android Pay, to achieve a more seamless checkout experience. Already Lyft, StubHub, and ParkWhiz have implemented One Touch.
“What’s happening now is that we’re in the coming-of-age of the digital wallet,” said Ready. “We’re moving into a world where a digital wallet is becoming a must have.”
When digital wallets were first introduced, they were more of a novelty item. The majority of consumers were shopping offline, and when they did make purchases online, they could still use a credit card. However, as mobile commerce has begun to explode, digital wallets are more necessary.
Consumers don’t want to type identifying credentials and payment information into a tiny screen. To ease this inherently cumbersome user experience, a number of players have emerged, like Venmo, Android Pay, Apple Pay, Stripe, and Dwolla. Amazon has also introduced a buy button that allows users to make purchases across devices with previously stored payment information. Much of the payment innovation has been developed on mobile and is now being applied to the Web, where digital commerce has been slow to take off. Still, only seven percent of all retail commerce takes place online.
Ready says credit card fraud is also making digital wallets more attractive to consumers. Plastic cards are prone to getting stolen, while innovations like Apple Pay keep consumer payment information encrypted. The U.K. has been quick to adopt anti-fraud technology, like chip-and-pin credit cards that are supposed to be safer than traditional magnetic stripe credit cards. However, Ready noted that even chip-and-pin technology is over 20 years old, and sometimes using these cards online can be difficult. For instance, when shopping online, some banks will redirect customers to their website before making a purchase in order to confirm their identity — a far from convenient buying process.
For this reason, Ready said, one-touch payment options will soon be ubiquitous across web and mobile.