Visa has introduced its ‘Click to Pay’ feature in Canada to enable consumers to make quick and secure purchases across different merchants and platforms.

Click to Pay feature, which was initially launched in the US, is claimed to be based on the EMV Secure Remote Commerce industry standard.

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This feature allows shoppers to quickly finish the checkout process by eliminating the need to manually enter personal account numbers and passwords each time they place an order.

It is estimated that around 56% of Canadian consumers discarded an online shopping cart due to these manual processes, thereby causing lost sales for businesses.

Visa Canada president and country manager Stacey Madge said: “With the increasingly high numbers of online shoppers in the wake of COVID-19, we are committed to providing solutions that lay the groundwork for the next generation of simple, secure, and better ways to pay.

“This is a winning solution that will help merchants reduce shopping cart abandonment while providing a single integration for participating card brands – meaning a simpler and smoother overall digital checkout experience.”

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Visa is currently transitioning merchants in Canada towards Click to Pay feature. This will allow consumers, who have enabled their card on websites displaying the Click to Pay button, to speed through the check out process.

The company is utilising technologies including device binding and biometrics to secure such transactions. Furthermore, the Click to Pay experience is said to be interoperable with the EMVCotokenisation specification and 3-D Secure specification.

Recently, Tangerine Bank partnered with Visa to roll out a Visa debit card for its chequing account clients in Canada later this fall.