Exactly.com has introduced Apple Pay Express Checkout, allowing merchants to provide customers with a streamlined payment experience directly from product pages.
The new functionality allows shoppers to complete their purchases with a single tap, bypassing the need for traditional carts or extended checkout forms. This move comes as businesses seek to reduce basket abandonment rates, which currently affect more than 60% of online transactions after items are added, according to industry data.
Research from The Payment Association indicates strong growth in mobile wallet usage throughout the UK. Mobile wallets, including Apple Pay and Google Pay, are now offered by 90% of UK businesses, and the adoption has led to significant changes in payment behaviour. The same study found that 51% of UK merchants report frequent use of both cards and mobile wallets among customers, suggesting a balance is emerging between established and newer digital payment options.
Checkout experience
Exactly.com's roll-out of Express Checkout is designed to shorten and simplify the buying process while reinforcing security. When customers use Apple Pay Express Checkout, their card information is already securely stored, and transactions are authenticated via biometrics. This eliminates manual data entry and supports quicker payments, reducing common causes of checkout abandonment.
The provider notes that this approach has particular benefits for first-time buyers, who value anonymity and speed but may not wish to register or fill out their personal details at checkout. Merchants implementing Express Checkout can encourage subsequent registration and loyalty initiatives after the purchase, rather than introducing barriers upfront.
Returns and refunds
Although Express Checkout is anticipated to boost conversion rates by removing friction, its convenience could also lead to an increase in impulsive purchases. To address this, Exactly.com highlights the importance of merchants maintaining clear refund and return policies. Citing a recent YouGov survey, the release notes that 51% of UK adults say return and refund policies have influenced their own purchasing decisions from retailers. In the same survey, 72% said free returns were the most valued feature of a returns policy. Transparent procedures for returns and refunds, the company argues, help protect customer confidence and can positively affect long-term retention and sales.
Product suitability
The company also notes that Express Checkout is particularly well-suited for eCommerce sites selling low- to mid-priced items, as these customers tend to prioritise speed and convenience over extended comparison or research. For more expensive products, those costing in excess of GBP £500, the Express Checkout method is likely to have less impact, as significant purchases typically involve added consideration by the buyer before any commitment is made.
Exactly.com continues to prioritise technology features that address both efficiency in the payment process and considerations for merchant profitability. The introduction of Apple Pay Express Checkout is part of the company's broader efforts to meet evolving consumer expectations while supporting businesses with digital solutions for the UK and wider markets.
