Integration Apple Pay & Fast checkout
Being the largest Apple Premium Reseller of the Netherlands, they wanted to be the very first to offer the popular wallet payment method Apple Pay in their checkout. Amac implemented the new payment method in their website with the help of Buckaroo and MediaCT. On the product page as well as in the shopping cart and checkout. So how was this implementation executed? And what are the results after three months? We asked Ruben Arends, ecommerce manager at Amac.
Amac started out in 2005 with initially just one branch in Utrecht. In the next 14 years, Amac expanded its business and became a strong omnichannel player with 47 branches across the Netherlands, several succesful webshops and special service departments for the business market.
The company offers a complete range of Apple products and an extensive range of accessories for the Mac, iPad, iPhone, Apple Watch and Apple TV. Amac is an authorised Apple Service Provider. They offer instore Apple repairs, an exchange service and Apple trainings and workshops. Not just for consumers but also for businesses and educational and care institutions.
“Being an expert in Apple products, we wanted to ensure we were the very first in the Netherlands to offer Apple Pay as a payment method as soon as it was available.”
— Ruben Arends, ecommerce manager Amac
“Being an expert in Apple products, we wanted to ensure we were the very first in the Netherlands to offer Apple Pay as a payment method as soon as it was available. Most of our website visitors use an Apple device that enables an Apple Pay payment.”
“We at Amac weren’t able to come up with a solution all by ourselves that could go live immediately after Apple Pay’s introduction in the Netherlands. We simply didn’t have the necessary information in advance. So we had to find a reliable and flexible partner that would be able to realise a perfectly functioning integration with our Magento workshop on very short notice. Which was a challenge, since Apple provided little information about the Dutch launch and also has strict requirements for new partners.”
“While it took us years with other payment options to obtain a substantial market share, we have already reached the same status with Apple Pay within three months.”
— Ruben Arends, e-commercemanager Amac
“Our payment challenge is to offer the benefits of a fast checkout to as many payers as possible. In principle, this means that payers can skip the Magento checkout. This improves the customer experience and leads to higher conversion."
“Apple Pay provides an optimal user experience because website visitors no longer have to fill out data during the order process. They only have to validate payment by using Touch ID or Face ID on the Apple device. This increases conversion, especially on mobile phones.”
“Because of fast checkout order buttons on the product page and in the shopping cart, Apple Pay is present all around the webshop.”
— Rubens Arends, e-commercemanager Amac
“Of course we wanted to ride the wave of publicity accompaying the Apple Pay launch. Being an Apple expert, we wanted people who are interested in Apple Pay to find their way to Amac from the very start.”
“We are well aware that Apple stipulates strict regulations when it comes to implementation partners and webshops that would like to use wallet payment methods in their ecommerce environment. That’s why Apple has strict rules concerning the Apple Pay logo and buttons. The branding has to be uniform and recognizable. What makes integration even more challenging is Apple’s high security standard of privacy-sensitive personal data.”
“It came as no surprise that Apple had chosen Buckaroo as exclusive official launch partner.”
— Ruben Arends, e-commercemanager Amac
“When Apple Pay was introduced in the United States, we immediately asked Buckaroo what they were planning to do with Apple Pay once introduced in the Netherlands. Judging from their reaction, they seemed to share our interest in the wallet payment method and saw its added value.”
“It came as no surprise that Apple had chosen Buckaroo as exclusive official launch partner. Buckaroo has proven to be a party with much expertise that is capable of building a complex payment product and go live with it within short notice. This enabled a direct implementation for Amac when Apple Pay went live in the Netherlands. Because of fast checkout order buttons on the product page and in the shopping cart, Apple Pay is present all around the webshop.”
“A cooperation involving a third party at a distance (Apple) with high demands is always difficult and requires a lot of flexibility, adaptability and coordination. In addition, we also work with MediaCT, which manages our Magento website on our behalf. All in all, there were four parties that had to cooperate and align their activities within a tight deadline.”
“Although iDEAL is still the most used payment method at Amac, we’ve noticed a significant shift towards other options such as Apple Pay and PayPal Express. There’s evidently a need for a fast and easy checkout. We’ve noticed that fast checkout options are becoming more familiar and expect this will become the norm, making the filling out of data a thing of the past for all payment options. The number of transactions made via fast checkout payment options has already surpassed the number of credit card payments."
Amac aims to offer a payment process that’s as smooth as possible. “We believe in the future of fast checkout. For example via Apple Pay (via Buckaroo) and PayPal Express. In addition, customers can select their own bank already in the webshop when making an iDEAL payment. Thus, buyers are directly forwarded to the login page of their own bank while placing their order.”
“We also use the new smart checkout recently launched by Buckaroo. This smart checkout offers the merchant options for customization and retention of brand identity. Customers can for example add their own logo and use their brand identity on the checkout page. Currently, we’re looking into Buckaroo’s solution to pay via credit card from your own checkout without ever having to leave the webshop. In other words: the so-called Client Side Encryption solution.”
“Apple Pay received a lot of media attention in the Netherlands immediately after its launch. Yet this attention wasn’t reflected directly in the checkout. Website visitors mostly preferred familiar payment options such as iDEAL.”
“Now, three months later, we see a steady increase in Apple Pay transactions. Because ING customers are increasingly linking their account to Apple Wallet, this payment method is getting more familiar. Considering that of all banks only ING supported Apple Pay in recent months, it’s clear to state that Apple Pay’s introduction was a success. While it took us years with other payment options to obtain a substantial market share, we have already reached the same status with Apple Pay within three months.”
“There are several optimisations that are being developed in-house in the Amac webshop. In addition, we always give feedback to our partners whenever there’s room for improvement. They take our feedback into account and often use it in new software versions. Which ultimately improves our client’s customer journey.”
“We keep a close eye on future trends. Are new channels being used to make purchases? We find it fascinating to see how different payment solutions can be linked in these new settings.”
The ideal payment method differs per situation, product or service. Because of our wide range of payment methods and unique features, we at Buckaroo are always able to offer you an appropriate solution. Let the following cases inspire you.