American Express has teamed up with Skipify to streamline the checkout process for its customers.
Skipify allows Amex customers to link their eligible cards to participating merchants, eliminating the hassle of manual data entry. Through the partnership, Skipify is able to identify Amex customers via their email addresses, and automatically preloads their checkout with all of their information.
The partnership underscores a fundamental principle: reducing friction is vital to a company’s bottom line. When customers encounter a seamless and efficient checkout process, they are more likely to complete their purchase, leading to reduced cart abandonment rates and increased revenue for merchants. And at a time when consumers are expecting a frictionless experience, it’s even more paramount that retailers offer it.
“Card Linking is a great example of the innovation and customer value that can result from a startup like Skipify teaming up with Amex Ventures,” said Matt Sueoka, SVP and Global Head of Amex Ventures in a prepared statement. “We’re excited to continue working with Skipify to strengthen the relationship with our shared customers by making the digital shopping experience more convenient and secure.”
Frictionless Commerce
Cart abandonment is a growing frustration for retailers. And often a poor checkout experience can stop consumers in their tracks, resulting in a lost sale for retailers.
What retailers need to remember is, less is more—particularly when it comes to the future of e-commerce payments. Just look at how successful Amazon’s one-click checkout has been. Consumers continue to shop via the e-commerce giant’s site for its streamline checkout, because at the end of the day, consumers don’t want to go through various hoops to pay for a product. There are various ways to optimize the checkout experience and keep consumers coming back. At the end of the day, making the shopping experience as seamless as possible and forging a path to a frictionless checkout process is important.