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June 19, 2024

A guide to embedded payments

The embedded payments industry strives to simplify payment acceptance. Each provider and business are in a race to offer the best payments experience for customers.

And as with any race, securing the lead often means staying just one step ahead of the competition.

Steve Jobs once said:

It takes a lot of hard work to make something simple, to truly understand the underlying challenges and come up with elegant solutions.

Let's take a closer look at what embedded payment services are, how they work, and why they matter.

What are embedded payments?

‘Embedded payments’ refers to integrations of payment processing technology with third-party applications or platforms.

They enable cardholders to make electronic transactions seamlessly both online and offline without exiting payment interfaces, applications, or websites. This streamlines payment processes and enhances user experience.

They are especially prevalent in industries like retail (including eCommerce), the gig economy, travel, and hospitality, but their popularity is growing across all sectors.

Examples of embedded payments

Amazon, the world's largest eCommerce company, took embedded payments one step further in 2018 by opening its first Amazon Go store (there are now approximately 43). These cashierless stores rely on sophisticated sensors and cameras to detect purchases.

Ridesharing and food delivery apps like Uber, Lyft, DoorDash, and Grubhub centrally integrate embedded payments into their business models. This business model is based on making an already fast service even faster than its traditional competitors.

Streaming services such as Netflix and Spotify utilise embedded payments to streamline the payment process for both users and service providers. Users provide their payment information once, and subsequent subscription fees are deducted from bank accounts automatically.

Online games often integrate embedded payment options for in-game purchases, virtual items, upgrades, and more. These integrated payments can make it easy for gamers to improve their gaming experience without leaving the game.

Travel booking services, like Expedia and Booking.com, embed payments to facilitate booking flights, hotels, car rentals, and other travel-related services without users having to visit separate payment sites.

The broader embedded finance services ecosystem

Embedded payments belong to a broader suite of embedded finance services. These include - but aren't limited to - the following:

  • Embedded finance: Loans or credit offered at checkout or within eCommerce platforms. For example, buy now pay later (BNPL) financing offered at point of sale (POS) in retail stores or on eCommerce websites.
  • Embedded insurance: Relevant insurance coverage offered with purchases made on non-insurance platforms. For example, travel insurance offered when buying plane tickets.
  • Embedded banking: Bank account functionality, such as balance checks and fund transfers, is integrated seamlessly into non-financial platforms.
  • Embedded savings: Users can automatically round up payments and send part of them directly to savings accounts.
  • Embedded lending: Loan options are integrated into everyday transactions, allowing users to access credit or financing effortlessly as they go about their regular spending.

Why embedded payments matter

Embedded payments are primarily important to businesses because they can significantly improve the chances of customers making purchases.

Customers that become frustrated or confused at checkout are less likely to convert. The average cart abandonment rate varies in different countries and industries. However, it often hovers around 70% in Europe and North America.

Payments are a vital component of the overall customer checkout experience. This an area even the largest eCommerce sites struggle with.

A study by the Baymard Institute found that checkout UX performance for the top 71 top-grossing US and European eCommerce sites was as follows:

  • 0 are 'perfect'
  • 6 are 'good'
  • 23 are 'decent'
  • 36 are 'mediocre'
  • 8 are 'poor'

Embedded payment solutions are multifaceted

嵌入支付接受功能对结账用户体验大有裨益。不过,支付功能的嵌入程度及其所包含的附加功能的相关性也很重要。

例如,减少客户的操作步骤、启用多种货币、显示所有交易费用,这些都很重要。对于不同的企业来说,它们的重要性各不相同。

嵌入式支付如何运作?

有几个步骤有助于成功实现无缝嵌入式支付。

1.整合支付 API

企业的 支付服务提供商(PSP)支付网关软件提供商通常会嵌入(即整合)您的支付。

首先,他们将获得必要的 API 证书,以便将其支付 API 集成到您的应用程序中。他们还会将其与您的内部技术堆栈集成。

随后,您的客户应能在您的数字钱包和平台上无缝启动支付。您还应能轻松访问和查看由此产生的数据和分析结果。

2.存储付款信息

整合完成后,您的客户就可以开始付款了。

现在,嵌入式支付系统可以收集并安全存储每位新客户的支付信息和其他详细信息。这意味着今后的付款处理可以更快、更无缝。

令牌化

嵌入式支付通常使用标记化 技术来安全存储支付信息。

这是一个用独一无二的令牌取代支付数据(如信用卡号)的过程。与此同时,真实的支付信息会被存储在一个中央令牌库中,直到交易完成。

3.付款处理和授权

一旦交易信息通过嵌入式支付方式传递,标准支付处理系统就会启动

简而言之,支付请求被安全地发送到支付网关,而支付网关则促进支付网络(如威士卡、万事达卡)、发卡行和商户银行之间的通信,以授权交易。

4.交易状态确认

交易状态的更新应通过嵌入式支付点进行。

嵌入式支付有什么好处?

1.提高转换率

简化支付流程可以提高转换率,让客户回头购买更多商品。这是因为简化的付款流程会降低客户对购物感到沮丧或不感兴趣的几率。

这对在线支付服务尤为重要,因为在在线支付服务中,放弃购物篮和寻找其他供应商比在商店中更容易、更快捷。

2.统一的用户体验

统一的用户体验是指不同销售渠道的客户体验相同或非常相似。嵌入式支付有助于实现这一目标。

这可以涵盖多个方面。例如,所有渠道的库存和定价都要一致。品牌设计和营销策略保持一致。

拥有统一的用户体验主要有两方面的帮助。首先,它能为客户提供一致的用户体验。这可以提高用户满意度和熟悉度,减少挫败感。

其次,这意味着对客户体验的改进无需在多个渠道中反复进行。例如,定价或库存变化应自动出现在所有渠道上。

3.高度安全

与其他金融机构一样,嵌入式支付提供商需要遵守交易安全和敏感数据管理方面的行业标准。他们也不希望自己的客户或声誉受到数据泄露、欺诈等负面影响。

因此,许多嵌入式支付解决方案都采用并维护了强大的安全措施,以保护敏感的财务信息并降低欺诈风险。

4.合规和法规

综合支付解决方案可帮助企业遵守各种金融法规和行业标准。从而降低法律和运营风险。

5.提高客户忠诚度

流畅的支付体验可以鼓励回头客,进而提高品牌忠诚度。它还能间接创造或强化企业或品牌技术先进、思维超前的概念。

6.数据洞察力

嵌入式支付系统可以收集有关用户行为和交易的宝贵数据。这使企业能够获得更深入的洞察力,并在个性化用户体验、库存管理、优化定价策略等方面做出更明智的数据驱动决策。

7.交叉销售和追加销售

企业可以在结账过程中使用嵌入式支付来交叉销售或追加销售相关产品或服务。

只需点击几下,您的其他相关产品和金融服务就可以添加到购物篮中。此外,还可以提供嵌入式金融产品,从而进一步提高平均订单量(AOV)。

新的收入来源

在某些情况下,嵌入式支付使您能够提供第三方供应商的应用内购买服务。例如,您可以将嵌入式保险产品与支付整合在一起。这反过来又能为您的企业赚取佣金。

8.全球影响力

许多嵌入式支付解决方案支持多种货币和支付方式。这使您的企业能够拓展全球业务。

嵌入式支付有哪些缺点?

1.费用

虽然嵌入式支付有时可以降低交易费用,但也会产生与集成、维护和持续支持相关的成本。

2.复杂的整合

在应用程序中集成支付系统可能既复杂又耗时。它需要专业知识和资源,而许多企业内部并不具备这些条件。

3.安全风险

如果实施和维护不当,嵌入式支付系统可能会带来安全风险。支付服务提供商通常要对相关风险负责。但是,这并不能使您的企业免受声誉损失。

选择嵌入式支付提供商

为企业找到合适的第三方嵌入式支付提供商非常重要。

首先,确定一家有能力、有经验、具备与您的行业和业务相关的专业知识的供应商。阅读各种来源的客户评价,并与潜在的供应商以及(如果可能的话)其他客户进行直接讨论,都会有所帮助。

供应商带来的增值服务很重要。例如,他们可以就您所在行业的付款方式为您提供建议。

结论

嵌入式支付是支付处理技术与第三方平台的集成。其目的是改善整体用户体验,减少支付过程中的摩擦,提高客户满意度。

它们直接集成到在线和离线销售点(POS)中。它们采用加密和令牌化等安全措施来保护用户数据和支付交易。

嵌入式支付的好处包括提高转换率、统一的用户体验、强大的安全性和深入的数据收集。

除支付外,嵌入式金融解决方案的更广泛生态系统还包括嵌入式金融、保险、银行和储蓄等服务。要为这些服务选择合适的供应商,就必须考虑其能力、行业专长以及所提供的增值服务。

更多见解

准备好在各地拓展业务了吗?

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