In the last year, mobile commerce has prospered and has experienced unprecedented growth, relative to the digital commerce market as a whole. While digital commerce continues to grow, mobile has outpaced it.
In Q1 2017, digital commerce experienced 14 percent growth over the previous year, while mobile commerce grew 43 percent relative to the numbers from Q1 2016, per the report, Q1 2017 U.S. Digital Market Share Highlights from comScore. The mobile channel is threatening its desktop counterpart, and it has the potential to become the largest segment of the digital payments industry.
This growth isn’t going to slow down anytime soon either. Every day, more consumers are migrating to the mobile channel to make purchases, whether it be through a mobile app or through a traditional mobile browser.
But even with all this growth, and the vast potential of mobile commerce, a lot of consumers still routinely have issues with the user experience on their mobile devices. Since this phenomenon is relatively new, some merchants haven’t optimized the consumer experience for mobile. This means that eager consumers, willing to spend money at a given merchant, will have a bad shopping or checkout experience, and could abandon that merchant in the long run.
Since it is such a new development, there are also some questions regarding security and authentication with mobile devices being used to purchase products and services online. EMV® 3-D Secure will usher in a new environment, where consumers can use biometrics, like a fingerprint or a facial scan, on their mobile devices to authenticate themselves during a mobile transaction. They will also be able to use a one-time passcode, another simple solution.
With the explosion of mobile commerce, it will be even more important for merchants and issuers to properly authenticate consumers without disrupting their transactions. By leveraging a great deal of rich data, Cardinal Consumer Authentication (CCA), can do just that, by enabling silent authentication. With CCA, merchants and issuers can access each other’s data, which means they will be able to make informed decisions without having to prompt the consumer for a step-up on every transaction.
With the Cardinal Authentication Network, Cardinal puts Authentication First.
EMV® is a registered trademark in the U.S. and other countries and an unregistered trademark elsewhere. The EMV trademark is owned by EMVCo, LLC.