Imagine yourself entering a store, putting the items that you want in the shopping cart and then just walking out with no billing counters queues or checkouts.

22nd of January, 2018, the date when you could see an enormous amount of people, eagerly awaiting for the doors of the store to open. Amazon Go introduced the groundbreaking promise “No lines, no checkout”. That means that every time the customer grabs something from the shelf, Amazon transfers the product to the shopping cart of the online account and the customer can just leave. The convenience of the shopping experience brought a resounding success and it was dubbed as “store of the future” in headlines of CNN, Reuters, New York Times,  and other different sources.

Let’s go back to the first wave of digital commerce that involved digital and mobile wallets such as Apple Pay (in 2014) and Samsung Pay (in 2015), which allowed users to pay using a mobile phone or a device. The only downside here is that the user has to initiate the transaction and complete a couple of steps.

The next unexpected start was when Uber introduced invisible payment to its app. Evidently, when consumers don’t have to do anything, it is the most convenient payment system. Hence the provision of seamless transactions is fast becoming a norm. For example, after having a meal at Wagamama, a restaurant chain in the UK, customers don’t have to wait for the bill as it will be settled seamlessly in their Wagamamago app, where customers would make a transaction.

This third wave is vital for companies that want to make the customer experience more convenient. For example, Samsung announced its smart refrigerator with some unique features that can send notifications to customers when they are running out of some products. Therefore, customers can make the payment transaction and have it delivered at the doorstep.

Invisible Payment

 

In order to make invisible payment stand out, it is essential to create an omnichannel environment for end-users. Technologies such as AI, machine learning, IoT tech, and security solutions will need to be championed in order to recognize consumer needs, find the most suitable products and make the payment transaction with minimal or no user intervention.

Another aspect that companies have to focus on is maintaining consumer trust and making their experience safer and smoother. People have to be confident in the security of their digital identity and private data as online payment requires to share banking logins and credit card numbers.

“Consumers will not be happy with just another means to pay; rather they would be truly interested in adopting something that brings convenience, simplicity, and value to their payment experience” 

Therefore, at the end of the day, companies have to keep today’s convenience-hungry consumers as the main focus of their product design