What Happened
Apple is planning to extend Apple Pay from apps and to the mobile web. By this holiday season, iOS users should be able to check out on mobile sites opened in Safari browser with Apple Pay. Users have been able to complete their purchases with Apple Pay in apps that support it, as well as at NFC-enabled POS terminals. And later this year, all iOS users with touch ID-enabled devices will be able to complete their purchases on mobile websites as well.
What Brands Need To Do
This impending expansion of Apple Pay should be of great benefit for brands that sell directly on their websites, for it should help remove some friction in online shopping and reduce shopping cart abandonments, 46% of which occur at the payment stage. Therefore, brands should be pro-active when it comes to adding support for Apple Pay once such integration becomes available later this year.
For more information on how brands can modernize their user experiences to better engage with mobile shoppers, check out the Boundless Retail section in our Outlook 2016.
Source: 9to5Mac