Online seller: leverage one-click purchasing

A study by the Baymard Institute shows that over 70% of shopping baskets are abandoned in e-commerce. Behind this figure lies a simple reality: customers expect a fast, accessible and frictionless shopping experience. When an ordering tunnel is too long or too complex, the majority of visitors leave the page without validating their purchase. One-click purchasing is designed to counter this phenomenon. It accelerates conversion, improves site usability and simplifies the entire customer journey.

What is one-click purchasing?

One-click purchasing, also known as one-click payment, is a process that enables your customers to order without having to re-enter their bank details or address each time they make a purchase. All information is stored once, in a digital wallet or marketplace, and then reused automatically.

Here’s how it works:

1. Customers enter their address and payment card details the first time they make a purchase.
2. For future orders, a single click is all it takes to validate the purchase.

One-click payment is ideal for physical products, digital services, mobile purchases or subscriptions. Today, many marketplaces and payment solutions integrate this click-to-pay functionality, because it’s the assurance of an enhanced customer experience.

The benefits of one-click shopping

One-click shopping benefits both your customers and yourself as an e-retailer. It makes everyday life easier for your users, while boosting your sales and conversion rates. Let’s take a look at its many benefits.

Offer a frictionless customer experience

With one-click payment, you can considerably improve the user-friendliness of your site and the quality of the customer experience. This solution optimizes every step of the purchasing process, ensuring a smooth experience.

• Fluidity and simplicity: your visitors won’t waste any more time. The user interface is simplified and free of unnecessary steps, creating a smoother customer journey.
• Speed and convenience: time savings are immediate, especially when you’re on the move. This is ideal for mobile purchasing, particularly via applications or browsers.
• Transaction security: no need to enter sensitive data for each order. This makes automatic payment perceived as more secure by many buyers.

Guarantee payment security

To function, one-click purchasing relies on a strict security framework and proven technologies:

• Regulatory compliance: payment solutions comply with PCI DSS (Payment Card Industry Data Security Standard) standards; a set of security rules imposed on systems processing bank card data. Sensitive data is encrypted or tokenized to prevent any risk of leakage.
• Shared responsibility: transaction security is the responsibility of your payment service provider or marketplace, freeing you from technical constraints.
• Strong authentication (SCA/DSP2): reinforced validation is required for the first purchase. Then, if the level of risk is low, subsequent purchases can be made more quickly.

Improve conversions and boost sales

In e-commerce, every click counts. With one-click payment, you shorten the path to purchase and increase your chances of converting an intention into a real order, thanks to real ease of use. The effects are visible in three areas:

• Fewer cart abandonments: thanks to quick conversion, you eliminate time-consuming steps. The shopping cart abandonment rate drops considerably.
• Impulse sales, add-ons and cross-selling: by making it easy to add items to the shopping cart, you encourage cross-selling. For example, offering an accessory immediately after a main purchase is more effective with instant payment.
• Loyalty and repeat business: your customers are more likely to come back if they know they can order at the click of a button. This creates a habit and improves your customer loyalty rate.

Stand out from your competitors and improve customer loyalty

In a competitive environment, speed and simplicity make all the difference. By integratingquick purchase, you strengthen your brand image, improve the customer experience and build a more lasting relationship with your buyers.

• Here’s how express ordering strengthens your positioning:
  Optimizing the customer journey: a smooth process enhances the customer experience. Satisfied users are more likely to leave positive feedback.
• Easier data collection: one-click purchase data enables you to better target your recommendations and anticipate behavior.
• Competitive advantage: given the same product and price, customers will choose the fastest option. By offering a fast checkout process, you stand out from the crowd.

How to set up one-click payment?

You have two options for integrating one-click purchasing into your website or store:

You can go through a modern PSP (payment service provider): most providers offer this functionality via an API. Choose your solution according to :

• Cost ;
• Ease of integration
• Security guarantees;
• Compatibility with international payments;

The simplest option is to sell directly on a marketplace like Rakuten. In this case, you automatically benefit from one-click payment, with no technical configuration required. Accessibility and security are assured, interfaces are ready, and your customers benefit from an optimized experience right from their first purchase

One-click purchasing: points to watch and best practices

One-click shopping also brings its share of challenges. To get the most out of it, here’s what to keep in mind:

• Initial trust: some customers may be reluctant to register their data. You need to reassure them with clear security messages and give them the option of modifying or deleting their information.
• Impulse purchases that lead to regret: some users may regret a purchase made too quickly. This can lead to returns or complaints.
• Dispute management: even with one-click payment, refund or cancellation procedures remain the same. The PSP or marketplace handles these requests as for any conventional order.

To prevent this, there are several best practices to adopt:

• Be transparent about how the process works.
• Make it easy for your customers to manage their data.
• Communicate clearly about confidentiality and security.

One-click purchasing transforms the online shopping experience. Faster, simpler and more efficient, it’s the perfect way to meet buyers’ expectations. Thanks to one-click shopping, you can improve your conversion rate, offer unrivalled shopping comfort and stand out from the crowd. By choosing a high-performance payment solution or a marketplace like Rakuten, you benefit from a secure, ready-to-use environment capable of supporting the growth of your business