Amex Taps Web Logins to Speed Checkout (July 13, 2015)
American Express may be not be the first among its rivals to introduce streamlined online checkout, but its new service features a sleek shortcut for users that could be a key advantage in driving adoption. Amex Express Checkout instantly auto-fills the account and shipping details on participating Websites for American Express credit card customers, using the existing online account access credentials they already know. The difference is that users of American Express’ new checkout service never need to go through an additional enrollment process or enter account data for specific cards, which many other streamlined online checkout services require. To make its process secure, Amex Express Checkout transfers cardholder account data to the merchant through a token, enabling users to make purchases via desktop or mobile device with integrated e-commerce sites. Ticketmaster, The Wall Street Journal, Newegg, Sabon, BarkBox and Ledbury are already on board; Avis Car Rental, Banana Republic, Cole Haan, Gap, Hulu and 1-800-FLOWERS.COM will add Amex Express Checkout later this year, the company said.
Amex Express Checkout doesn’t support other payment methods, but observers say that’s unlikely to be an issue, as most Websites offer a broad range of payment options. PayPal, Visa with Visa Checkout, MasterCard with MasterPass, Apple Pay, Amazon, among others, support multiple payment options with their one-click checkout services, which are rapidly expanding. American Express believes its customers will welcome the simplicity of using their habitual account login credentials to check out with participating Websites, suggests Leslie Berland, American Express vice president, digital partnerships and development.
To encourage merchant adoption, American Express is working with Stripe to enable merchants already using Stripe’s payments platform to integrate the checkout easily. To lure users, American Express—through Sept. 7, 2015—is giving cardholders a one-time $10 statement credit when they use the new service. Amex Express Checkout also provides the option for users to create an e-commerce account with merchants when paying online to enrich the connection with merchant notification of special offers, free shipping and tracking details.
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