Apple Pay is one of the most recognized and utilized forms of contactless payments. Still, if you’re new to the world of mobile payments and digital wallets, you might have concerns about the speed and security of Apple Pay.
This isn’t a simple decision. Choosing the right payment methods can have a big impact on your checkout process, security, and customer satisfaction. In this article, we’ll examine the pros and cons of Apple Pay to help you decide whether your business should accept it.
What Is Apple Pay and Who Uses It?
Apple Pay is a type of mobile wallet. It allows people to make payments both in-person and online via their personal devices, including iPhones and Apple Watches.
People can use Apple Pay to make contactless purchases by either hovering their phones near physical payment readers or by clicking “Buy with Apple Pay” on an online checkout page. To complete a purchase, Apple Pay users simply need to confirm the purchase with a tap on their device.
It all works by using NFC (near-field communication) - a type of technology that allows communication between two devices. Plus, Apple Pay uses tokenization to protect payment details.
According to data from Statista, 48% of all iPhone users use Apple Pay and there are a total of 507 million Apple Pay users globally. People who do use mobile payments say they prefer it over credit cards. The majority also report that they seek out businesses that accept mobile payments.
Apple Pay and mobile payments are particularly popular with millennials. According to data from Square, 45% of this generation has adopted NFC payments. Meanwhile, 26% of non-millennials over 35 also use some form of mobile payment.
The Benefits of Apple Pay for Your Business
Apple Pay is highly secure because it encrypts stored card data and tokenizes transactions. In other words, it replaces stored card details with code and transaction details with a randomized number. This allows Apple Pay to process transactions without actually using any bank account details, preventing hackers from gaining access to sensitive information.
Plus, customers must confirm their identity to authorize an Apple Pay purchase. They complete this step on their device by entering a passcode, using their fingerprint, or using FaceID. So, even if someone were to steal a device and attempt to make a purchase, the customer’s information remains protected.
Apple Pay allows customers to make purchases with a quick tap on their device after verifying their identity. The entire process typically takes seconds.
Meanwhile, paying with a credit or debit card can take minutes. A customer must find the card in their wallet, swipe it (or type in the details online), and enter their PIN or sign the receipt.
Likewise, a cash payment requires counting on the part of the customer and employee, which also takes time. Apple Pay is faster than both of these traditional methods of payment, which can cut the time your customers spend waiting in line drastically.
This payment method is widely used. As we discussed above, nearly half of iPhone owners use Apple Pay. It’s also worth noting that the pandemic increased the demand and acceptance of contactless payments. Research from Mastercard shows that 51% of Americans now use contactless payment methods, like Apple Pay.
Apple Pay works almost everywhere. In fact, you can use it in 74 different countries. This level of international accessibility could make it useful for globally expanding companies.
Apple Pay is free to use. However, you may still owe fees to credit card companies if your customer chooses to pay with a card saved in their Apple Wallet. They may also pay you with Apple Cash, though, which is fee-free.
Plus, you’ll likely also benefit from fewer chargebacks. Since Apple Pay encrypts card information and doesn’t transmit that information to you, the merchant, you can avoid instances of fraud. That means you can also avoid fraud-related chargeback fees.
The Disadvantages of Apple Pay
1. Consumer and Employee Education
Although Apple Pay has become increasingly popular, there’s still a portion of the population that hasn’t used it yet. You may encounter customers who want to use Apple Pay but don’t know how. Working with these folks could potentially slow the checkout process.
Likewise, your staff may also be unaware of how Apple Pay works. You’ll likely need to spend some time training employees on the workings of Apple Pay so that they can assist customers. Still, education is likely a short-term issue as more and more people adopt the use of Apple Pay.
2. Cost of Equipment
To accept Apple Pay in-store, you’ll need NFC-enabled terminals. If your terminals don’t already have this functionality, you may need to purchase new equipment. If you’re selling online, you won’t need physical equipment. However, you will need to update your website which could cost money if you pay a developer to do so.
3. Additional Mobile Payment Solutions
Apple Pay online works on iPhones and Apple Watches. Customers who use Android won’t be able to use it - instead, they use other mobile payment options, like Google Pay and Samsung Pay. You may want to start accepting these options in order to provide a positive experience for all customers.
Apple Pay vs. Google Pay
If you’re looking into accepting mobile wallets, you may also be deciding between Apple Pay and Google Pay. The two are very similar. They both:
- Are widely accepted
- Use contactless via NFC technology
- Offer the option for online purchases
- Include intensive security measures
There are a couple of key differences. First, Google saves customer card information on its servers and issues virtual cards. Meanwhile, Apple uses tokenization for each transaction. Apple also allows customers to approve purchases with TouchID, FaceID, and device PINs, while Google Pay only accepts PINs for authentication.
Ultimately, as a business owner, it’s important to accept both payment methods to avoid alienating part of your customer base. This way, you offer a fast, secure, contactless payment option for Apple and Android users alike.
How to Accept Apple Pay and Other Payment Methods
So - how do you actually start accepting Apple Pay? With Pay.com as your payment service provider, you can easily take Apple Pay. You can also accept a variety of other payment methods, including Google Pay, PayPal, ACH transfers, credit cards, and debit cards. The process is simple and you can get it done with just a few clicks.
Pay.com also has developer-friendly APIs. Your team can embed hosted payment components into your app or website for a completely customized checkout page and seamless customer experience. You also get access to the Pay Dashboard, where you can review in-depth insights, reports, and analytics.
Security is a top priority for Pay.com. That’s why the system supports 3D Secure 2.0 (3DS2). With this security measure, we provide two-layer authentication to avoid fraudulent transactions. Plus, Pay.com has Level 1 PCI DSS compliance and tokenizes all credit card details in transit.
The Bottom Line
Apple Pay is a fast, easy payment method. It allows customers to pay with a simple tap, which can expedite the checkout process and help you avoid lines. It’s also incredibly secure as it uses tokenization and encryption, which could help you avoid fraud-related chargeback fees. Plus, Apple Pay is widely available and free to use, making it a no-brainer.
While there could be some initial work to do in terms of education, this should be a short-term issue as Apple Pay increases in popularity. In fact, customers are even beginning to demand it as they seek out businesses that allow them to use this payment method.
If you want to capture more sales, it’s time to start accepting Apple Pay. You can easily do that by making the switch to Pay.com: accept a wide variety of payment methods and provide your customers with a smooth, convenient checkout process. Click here to get started now!