By Craig Young (pictured), Senior Products Manager, DNA Payments
eCommerce has come a long way since I first started in this industry. What started as an optional extra for bricks and mortar retailers is now a fast-paced, customer driven experience.
The first place to start here is with payment methods. What we see in the UK is that, while most payments run through the big card schemes, alternative payment methods have a long tail of dedicated users that is growing quickly. This is either because the payment method is simpler (Apple Pay Express Checkout, Klarna), or because they are international shoppers who prefer a different payment method entirely (AliPay, WeChat Pay).
This long tail of different payment methods is still the biggest untapped opportunity in eCommerce, each one offering an incremental improvement to the user experience.
The second big opportunity is in how the payment window is integrated into the checkout process. While many merchants still use a page redirect for payment processing, there’s a growing shift towards iFrames and other embedded integrations that allow customers to complete their transaction without leaving the page. It’s another point where small changes can have a significant impact on checkout completion rates.
Every day, I speak with merchants who are feeling the pain when their payment solutions can’t keep up. That’s where we come in. At DNA Payments, we provide a true omnichannel payment ecosystem that allows businesses to unify their payment processing across all touchpoints, making it easier for customers to pay the way they want, whenever they want.
Our system operates on a single token, which means every payment is instantly identifiable. This not only simplifies payment reconciliation but also enhances tracking, allowing businesses to understand their customers across different platforms.
The real benefit of omnichannel payments for eCommerce is the ability to create a seamless experience, whether online, purchasing in-store, or managing returns. By offering this flexibility, you can increase customer satisfaction, drive loyalty, and improve your bottom line in a highly competitive market.
About Craig Young
Craig has about two decades of experience in the payments industry, specializing in eCommerce payments, merchant acquiring, and integration. At DNA Payments, he is responsible for developing and implementing product strategies, working with cross-functional teams and key stakeholders; and delivering eCommerce solutions that meet client and user expectations.
