Apple Pay Arrives on Shopify: How to Use it and Why it’ll Boost Sales

Few payment gateways have launched with as much fanfare as Apple Pay did back in 2014, however, it didn’t last long. The resistance by major key banks in the UK as well as teething problems with other banks resulted in low availability and subsequently low adoption rates. However, Apple have seen the issues with global adoption and have expanded on their service by, yet again with much fanfare, bringing their payment gateway to the Web. With Shopify’s integration, this means that anyone with a Shopify store can now accept Apple Pay transactions. Below we’ve outlined how to enable your store to receive Apple Pay, and why you should.

What is Apple Pay?

Apple Pay is a payment gateway that was originally released as a contactless payment system. It makes use of Apple’s fingerprint scanning technology, Touch ID, making it more secure than contactless cards. To add to that security, Apple Pay does not hand over card details to merchants, but rather uses a Device Account Number that can only be used with a specified device.

Why should Shopify retailers accept Apple Pay?

In short: increased speed, convenience, and customer’s security mean fewer abandoned baskets and more revenue.

Security

Apple Pay uses a tokenisation system that generates a specific code, or token, for each transaction as well as assigning a Device Account Number for each individual card. This means that customer card details are never shared with merchants. The card details are stored in the iOS device’s Wallet app that utilises a Secure Element chip to ensure that the information cannot be stolen. When you consider that an estimated £261.5m of e-commerce fraud took place in 2015 (that’s 46% of all card fraud), the 13% of basket abandonment due to security concerns is understandable. For merchants, this token code is used to verify the payment from the purchaser’s card to the merchant store account.

Ease

25% of baskets abandoned in 2015 were due to websites being too complicated. In addition, 29% of a survey group said that being forced to sign up for an account led them to abandon their purchases. The Apple Pay process is considerably simpler with shipping details, billing address and card details already set to defaults for each card through the Wallet app. These functions are easy to change with presets for home and work as well as custom options, effectively eliminating two stages of the standard Shopify checkout process. A Shopify store with both optional Customer Accounts and Apple Pay enabled allows customers to checkout in just two clicks or taps, compared to the relative torture of entering card details and shipping addresses.

Apple Pay Desktop Checkout
Apple Pay’s checkout interface as seen on Safari for Mac.
Mobile Safari
Apple Pay’s checkout interface as seen on mobile Safari.

Speed: Apple Pay vs Credit Card

All this talk of Apple Pay vs regular credit card transactions had us yearning to do a side by side comparison. So we did. With Apple Pay’s release coinciding with autumn vegetable seeding time, we popped over to Sowseeds.co.uk to see Apple Pay in action. Below are two videos comparing Apple Pay and credit card transactions on both mobile and desktop.

Mobile (iOS 10 / iPhone)

Desktop (Safari / Mac)


As you can see in the above, the traditional Shopify checkout took us 1m50s to complete on Safari for Mac and 2m38s on mobile Safari. This was timed from the moment we clicked the checkout button through the four stages to completion. We did the same test using Apple Pay and the transaction took 29 seconds on Mac and 30 seconds on mobile. Within seconds of authorising the transaction with TouchID, we had received a Wallet notification confirming the purchase.

How to enable Apple Pay in your Shopify store:

Now that you can see the benefits of accepting Apple Pay in your Shopify store, make sure you meet the requirements and follow the instructions below to enable it:

Apple Pay has separate requirements for buyers and sellers.

For buyers:

On Desktop:

  • Users must have a card authorised for Apple Pay in their Wallet app

  • Be using Safari 10 with macOS Sierra

  • Be signed into the same Apple ID as on their iPhone, iPad or Watch.

  • Have bluetooth enabled on their mac.

On mobile:

  • Users must have a card authorised for Apple Pay in their Wallet app.

  • Be using Safari on a compatible device with iOS 10.

For merchants:

In order to enable Apple payments, you must meet the below list of requirements:

If you meet the above requirements, then move on to the below steps:

1.From your Shopify Admin, click Settings then Payments.


Shopify admin settings button screen shotShopify admin payments button screen shot

2. In the Payment Gateway section click Edit

Edit Payments button indication

3. In the Digital Wallets section, tick the box for Apple Pay

Digital Wallets Accepted indication

4. Click Save

With your Shopify store now able to take Apple Pay payments, your customers will benefit from the convenience and peace of mind that come with it and subsequently you should see a steady decline in abandoned baskets and increase in sales.

Not using Shopify yet? Sign up for a free trial, or give us a call on 020 3519 8585 if you’d like to discuss how we can help create a winning Shopify store.

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