EU retailers are moving to seamless one-click checkout

Abandoned cart – an online retailer’s worst nightmare.

According to Jérémy Pinto, co-founder of French retail technology company JUST, research shows that of the 70% of online shopping carts abandoned in France, half are abandoned due to an overly complex shopping process that often involves creating an account and filling out an account the same information and forms repeated with each purchase.

For eMerchants, this abandonment means an average of 42% of their customers are lost in the process, a heavy price to pay in these tough economic times.

To address these overlooked customer issues, JUST offers a one-click shopping solution that relieves online shoppers of the burden of having to create an account while democratizing the shopping experience for online retailers.

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“If this is your first time clicking the ‘Buy Now in One Click’ button, we will ask you to enter your checkout information. And once you’ve filled it out and made your first purchase, you can now use JUST on any online site that offers the solution,” Pinto said in an interview with PYMNTS.

In six months of launch, the one-click shopping solution provider has integrated 60 online brands, including French eShops L’Avant-Gardiste, Puissante and Noo – and according to Pinto, they’ve seen a 30% increase in their conversion rate since then. coupled with an 11% drop in cart abandonment rates.

In terms of competition, Pinto doesn’t think it’s “very tough” in France or Europe more broadly, even with new players entering the market. In terms of markets where they see huge growth potential, the UK tops the list, followed by Western Europe – mainly France, Germany and the Netherlands – and then Southern Europe, where countries like Spain and Italy have fast-growing markets.

However, one factor that cannot be overlooked when doing business in these diverse markets is the problem of the fragmented European market.

“Germans prefer bank-to-bank payments, while the interbank online payment system iDEAL is widely used in the Netherlands, so we need to adapt our product to that [different types of] Payment methods and the specific needs of each market,” he explained.

And with the growing variety of payment options, the focus should no longer be on payments, but on simplifying the purchase process – regardless of how customers pay.

“What we are selling is not payments but experience and the experience [expectation] is the same in every country,” he said. “[The goal is therefore] to embed the maximum number of payment methods in the solution while maintaining the same seamless one-click checkout experience.”

Buy, return, refund quickly

For a region governed by the General Data Protection Regulation (GDPR), which is considered one of the strictest data protection laws in the world, protecting customer data should be a key priority for any company doing business in Europe. Because of this, Pinto emphasized that their solution complies with GDPR standards and that selling customer data is not an option.

“JUST is a co-owner of the data we collect and the main use of this information is simply to fill out the form on the website,” he noted.

He added that while many find the GDPR regulation too strict, that shouldn’t be the case when it comes to informing customers about how their data is being used. He also says that “the GDPR is good for Europe”.

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Going forward, the French FinTech startup will continue its work aimed at simplifying interactions between merchants and consumers, with plans to go beyond payments on mobile apps and extend payments to SMS messages or direct Instagram messages.

One area where he also sees significant growth potential is the post-sales experience. Because of this, their future plans include building an application, first for merchants and then for consumers, to track purchases and access a one-click return feature that allows them to easily get a refund.

“Here at JUST we believe that buying and buying are closely related. Amazon has been doing this for many years. You buy very quickly, you are refunded very quickly, [and] You can return your product very quickly,” Pinto points out.

It’s a message he shares with merchants in their network, which is the fact that they won’t get far with the best products or the most sophisticated websites if the shopping experience is poor.

“Consumers won’t come back to your site because what matters most to them is the experience they had and how quickly they were able to check out,” he said.

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