December 21, 2017
The first e-commerce merchants to benefit from the expiration of Amazon’s patent covering one-click online ordering appear to be those using Magento’s platform. When the e-commerce giant’s patent lapsed in September, experts predicted one-click ordering would become widely available. Late last week, Magento announced the launch of Instant Purchase, which would enable consumers who have set up an online account with a stored a payment instrument to complete purchases at a Magento merchant’s Website by clicking one button at checkout.
One-click ordering has always been considered an important way to battle checkout abandonment which, at 70 percent, is bad on laptops and even worse on mobile devices—increasingly important as mobile accounts for a growing share of online purchases.
“The majority of shoppers abandon purchases simply because the checkout process takes too long,” said Leslie Hand, vice president of IDC Retail Insights, in a press release. “The numbers show that even requiring customers to enter their credit card information or a shipping address deters from following through with their purchases, especially if they’re shopping on a mobile device.”