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Look out Paypal, ApplePay comes to the web

Consumers will now be able to pay for their online goodies through the Safari browser running on their fingerprint-enabled iPhones or Apple Watches.

Until now, Apple Pay has been exclusively app based. Apple Pay iPhone users could store their card details into the contactless system and use NFC to tap and pay for goods in participating stores, or they could use Apple Pay to buy items on a specific company's iPhone app.

Apples announcement at its annual Worldwide Developer Conference (WWDC) that Apple Pay will be coming to Safari on the newly-unveiled macOS Sierra platform expands the use case to the web and introduces Apple Pay to an entire new segment of shoppers – those that don’t shop in apps, or just prefer shopping on the web.

How it works
When shopping online on participating websites, consumers will be able to click a "Pay with Apple Pay" button and authenticate their purchase through Touch ID on their iPhone or Apple Watch. That means no more manual entry of long credit card numbers; it's all taken care of through the Apple Pay system.

While retail partners will need to integrate Apple Pay into their checkout flow, Apple said it has already signed up a slew of merchants to the payment platform, including companies like Target, Expedia, lululemon and more.

Shopify and IBM (owner of Websphere and Commerce Cloud) have already announced that it will support Apple Pay. They are serving 275,000 respectively and 12,000 Web shops with their e-commerce software. Visa Inc. also announced support of Apple Pay mobile payment and digital wallet service, for online payments in Hong Kong.

Apple sets its sights on Paypal
This new feature puts Apple Pay in direct competition with PayPal, the current leader of payments on the web.

PayPal on its part, is likely to be concerned given Apple’s touch ID authentication and massive eco-system of mobile devices and wearables makes the purchase experience infinitely faster and easier than PayPal’s conventional log-in system. That promise of a more seamless experience will inevitably drive consumer demand for, and retailer compliance to including Apple Pay as an additional payment option alongside PayPal.

It will indeed be interesting to see how PayPal responds to the new competition.

Tags: payments, Apple Pay, Technology

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