Apple Pay is to become available within websites this autumn. But only on the Safari browser.
This was the long-awaited next development for Apple Pay, which has launched for In App and In-App purchases on iPhone SE, 6, 6s and Apple Watch (the 5 and 5s also have availability when paired with Apple Watch).
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The much-anticipated development will allow consumers to make a purchase on a website on the Safari browser by swiping and authenticating on their compatible phone or watch.
IBM is one of the first to announce its support to clients using WebSphere Commerce or IBM Commerce on Cloud. Shopify has also publicised its support for Apple Pay.
Is it surprising that it will only be available through Safari? Of course not. Is it disappointing? Rather. More so for consumers than merchants, however, who suffer so much from basket abandonment rates they’ll take anything they can get to improve matters.
Apple developer web page defines the difference for merchants between In App and In-App as follows:
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By GlobalData"In apps, use Apple Pay to sell physical goods such as groceries, clothing, and appliances. Also use Apple Pay for services such as club memberships, hotel reservations, and tickets for events.
"On the other hand, use In-App Purchase to sell premium content for your app and subscriptions for digital content."
And, as of this [autumn], "websites can use Apple Pay for physical goods purchases as well as virtual goods purchases that will not be consumed within an iOS app."
Despite all the hype and discussion about NFC payments at point of sale, In-App and In App purchases have been the bigger hitter for Apple Pay payments, especially in the US.
As Chris Davies, managing director of Global Payments, said in July 2015, "Where Apple really want to try and improve the consumer experience is with in app purchases."
"Having that improved shopping experience should make Apple Pay successful," he added.
Tech giant IBM has confirmed that it will offer Apple Pay on the Web to its online clients that use its WebSphere Commerce or IBM Commerce on Cloud.
Billing, shipping and contact information can also be stored within the Wallet app, which can be generated when a user authenticates an Apple Pay payment.
When a consumer uses a credit or debit card with Apple Pay on the web, the actual card number is not stored on the device, nor on Apple servers. Instead, a unique Device Account Number is assigned, encrypted and securely stored in the Secure Element on the device. Each transaction is authorized with a one-time unique dynamic security code.
Harriet Green, general manager, Watson IoT, commerce and education at IBM, said: "IBM Commerce solutions can help businesses deliver flawless customer experiences. By offering Apple Pay on the web, we are making it even easier for consumers to complete purchases without having to waste time looking for credit cards or putting their most private information at risk."
WebSphere Commerce currently powers over 12,000 storefronts for online retailers globally.
Apple Pay is currently available in the US, the UK, Australia, Canada, China and Singapore and Barclays is the last big UK bank yet to integrate Apple Pay’s services. This is also expected in the [autumn].
It’s shaping up to be a hotbed of activity in the payments world, come Q4- in the UK anyway- as we have ZAPP launching finally as well.
