How does omnicanality improve the user experience?


Published 07/09/2020 · 3 min read

Just a few days ago, we were talking about multi-channel payments. About its importance, its advantages and all it meant for e-commerce from the point of view of payments and sales. Today, we are going to do the same from the point of view of omnicanality, as it is a methodology that coexists perfectly with multi-channel payments. That is, you can have different payment methods and have them integrated into a single payment gateway or platform. 

Did you know that the omnicanality of your payment methods is key to the user experience with your online shop?


What is omnicanality in payments?

It is the integration of all payment channels in a single platform or payment gateway, so that the user perceives a unique and consistent experience when making purchases in your business. This way, you can have different payment methods integrated in a single place, while ensuring a full experience.


What are the advantages of omnicanality in payments?

Thanks to this omnichannel methodology, your eCommerce can:

  • Reduce abandonment in shopping carts and barriers in the online product sales.
  • Increase the flexibility and confidence customers need when paying for their purchases.
  • Increase the value of the average basket by a very significant percentage and the conversion rate.
  • Generate cross-selling between channels, e.g. make an in-store sale when the customer goes to pick up or return an online order.
  • Improve the user experience and reduce the risk of return fraud.
  • Give consumers the possibility to make the payment in one click. Quick and easy.

The essence of omnicanality lies in the channel, the option and the means of payment that your customers choose, so that any business that does not revolve around this methodology, will lose competitiveness and loyalty capacity over time. For this reason, many eCommerce sites are taking the step towards reliable integration.


Why are payment gateways an omnichannel method?

The digital vitamin is usually leading businesses to a new scenario marked by new technologies. The adaptation of payment methods to this channel is essential to the smooth running of any business, and payment gateways are achieving this for a simple reason: they combine different integrated payment methods, with a common interface and a single login that improves the user’s shopping experience.

Many eCommerce sites have partners to manage all payment channels on a single platform, with customised solutions. Do you also go for easy integration via plugins or an easy and flexible API? Look for a reliable partner.


WeChat and Alipay as omnichannel methods

On the one hand, WeChat is an omnichannel platform that allows access to instant messaging, shops and payment services, among other things. In fact, it is known as the Chinese application that serves everything and presents multiple features, from payments to social networks and shopping services, among many other things. In a single application, it offers features that, in other circumstances, we would do through several Apps. That's why we speak of an omnichannel application: because multiple actions are integrated in it.

On the other hand, in Alipay the exact same thing happens. It offers through a single channel the possibility to manage financial services, make payments in restaurants and small shops from the mobile phone, make transfers, top up the mobile phone, pay bills, etc. In short, it allows to optimise the way you pay for any type of product or service and offer financial services to users. That's why more than 600 million people use it every day.


Can payment methods be constructed through omnicanality?

The answer is yes. And we've seen it through this post. It doesn't matter if your business needs a Virtual POS, voice recognition payments or any other method, because thanks to payment gateways you can count on all of them in a comprehensive and complementary way. Technology has transformed the way we consume in such a way that payment methods have evolved, increasing the sales and conversion rate in e-commerce. 

What happens when you buy in a shop and at the time of purchase you can pay with your favourite method? It increases your level of satisfaction and confidence, right? The exact same thing happens to your customers.

Omnicanality and payment methods should not run separately from the user experience, as they are a part of the shopping process. The alternatives and ease with which they allow users to make their payments are very important in the success or failure of the sales process of any any eCommerce.

Do you want to build the best omnicanality experience for your customers? Talk to a professional from the PayXpert team, we are the payment experts.


The consumer experience as the focus of the strategy

The omnichannel strategy is often responsible for boosting sales in physical and online shops at the same time. Getting a satisfactory and consistent consumer experience is the key to any business's success. Generally, when we talk about an omnichannel strategy, it is also important to bear in mind that it plays an essential role in eCommerce, both in terms of experience and sales, as consumer satisfaction with the brand increases customer value in the long run.

Consumer behaviour has changed, and in this transformation process, technology and Smartphones play a decisive role. Today, the consumer pays much more attention to the type of channel he or she uses to receive optimal service. Multicanality may offer consumers the possibility to interact with the brand or make the purchase through different means, but it does not imply a strategy that links them, as is the case on payment gateways.

What is the experience you are offering to your customers like? What tools are you offering them to facilitate the purchase process? Tell us about it.

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Practical guide: all you need to know about payments gateways
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