<|BOS|>ane the ID of the first payment or authorization. And that’s all – payment with one click.
Nexto – an online kiosk – is one of the merchants that uses one-click payments. I asked Piotr Golebiowski (Project Manager at Nexto) why they decided to use one-click payments and what advantages of this solution they see.
Ula Lachowicz: What made you to implement one-click payment in the Nexto online kiosk?
Piotr Golebiowski: We wanted to make the decision process faster for clients. Not willing to force them to go through the whole complicated purchase process, we prepared a solution that makes shopping much easier. Registered customers, who return to our online shop, are the most valuable ones and we wanted to make it easier for them to buy goods. If they have any interest in a specific product, all they have to do is a single click and presto! – the payment is done. This means that they have access to the purchased goods after only a few seconds.
UL: Where did the idea of using one-click payments in your online-shop come from? Who inspired you?
PG: It’s not a secret that Amazon was our inspiration – it’s a great example to follow for many e-businesses. Also Apple Store went this way and offered the possibility of fast purchase. We followed such solutions and investigated how it is done. It’s quite enough to look at the statistics and you’ll see clearly who is the online sales leader. It’s easy to conclude that easy and fast payments mean less hustle for customers and drive online shops’ sales.
UL: When you were integrating one-click payments with Nexto sales system, did you think about future business development plans, e.g. launching your service on foreign markets?
PG: At the time, we focus on Polish market. There is a barrier –a credit card is required, but more and more Internet users have at least one and are not afraid to use them for online shopping.
PG: Yes, and virtual cards can be used too.
UL: So you treat one-click payments as a distinguishing mark?
UL: How did your customers react to the one-click payments launch? What feedback did you get?
PG: This service is new for us, so we treat it as a kind of pilot program.
But we’ve already received really positive feedback. Especially from customers who live abroad and already know this kind of payment method from Western services. They’re very satisfied with the fact that all they need to do is to enter card data during the first purchase and every next one will be faster.
UL: So, as you say, they are already first foreign customers shopping on Nexto?
PG: Yes, they are mostly Poles living abroad. We’re happy we can provide and deliver our products to customers from UK and U.S.
UL: I realize that one-click payments are available on Nexto for a short time, but as for now, are they popular among customers?
PG: Customers, who already paid online with cards, use our one-click payments. Others test the new method, check how one-click payments work. We didn’t promote the service very much yet. We want to implement some changes and usability improvements first.
UL: Having the experience, do you consider implementing one click-payment in an online shop complicated?
PG: Implementing the payment method, meaning all the programming work, was actually relatively easy. PayLane provides a smooth API that allows our servers to communicate with them. So this was a simple process, everything was clearly described. However, we had more work preparing the service’s frontend, meaning everything that makes the process easy and intuitive for customers. This was the most difficult part.
PG: We checked and investigated other services, but tried to find and fit a solution to our shop. So it wasn’t an exact copy of any mechanism used somewhere else, but inserting a “purchasing short-cut” to our path of purchase.
Shopping is one thing here – just one click. But before a customer completes a purchase, he has to enter card data during the first transaction. And he has to be sure that his sensitive data are secure. On the other hand it has to be simple process, not to disturb the purchase in any way. Usually a signed user sees an interesting offer and clicks the ‘one-click’ button. At this moment he has to activate the service and enter card data. Then we send him back to the page with the chosen offer. It’s important for us that this stage matches the whole purchase path. We really want to avoid sending clients to external forms with no information about the next steps. We gather all information on our website and transfer them with a safe manner to the PayLane system. And this is