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Majority of online retailers failing to offer in-store checkout-less experience on mobile

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Most online retailers are failing to offer customers a checkoutless commerce experience on mobile, according to new research.

70% of the UK’s top 250 retailers don’t give shoppers an option to transact before the conventional checkout stage, the annual study by ecommerce specialist Generevealed. It looked at how advanced payment technologies are when viewed on mobile devices and how easily they integrate into the shopping journey.

Gene examined take-up and placement of the top four digital wallets: PayPal, Amazon Pay, Apple Pay and Google Pay. These options make the payment process frictionless by removing the need to enter details – reducing the average number of touches required to complete a standard mobile checkout from eighty to just two.

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%.

The research found that 12% of brands support Apple Pay and 4% offer Google Pay ahead of the checkout stage. Amazon Pay is provided as a checkoutless method by just over a quarter (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 study 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 continues. “Our findings show that this trend is yet to become mainstream.”

The study comes hot on the heels of Amazon being rumoured to be trialling its Amazon Go cashier-less technology in larger retail spaceswith the potential to white label or sell it to other retailers for use in more stores. Amazon is among a small number of retailers that sees revamping the experience of the retail store as being key to revamping the High Street.

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