Adobe adds one-click checkout feature for retailers

232
2
Adobe adds one-click checkout feature for retailers

November 18, Reuters -- Adobe Inc. has partnered with the San Francisco-based startup Bolt to add one-click checkouts for retailers that use Adobe's e-commerce software tools.

Adobe has branched out into digital marketing and e-commerce tools for retailers, once known for software such as Photoshop.

A one-click checkout feature for merchants that use Adobe's tools will help them compete against Amazon.com, which has had such a feature for a long time. It will help Adobe compete for merchants against Shopify Inc, which has its own one-click checkout technology called Shop Pay.

Adobe customers can integrate Bolt's one-click feature into their checkout screens under the deal. Bolt has a network of about 10 million shoppers, and it can fill in their payment details if they have seen a shopper before, an otherwise burdensome step when many shoppers abandon their cart.

Bob Buch, chief business officer of Bolt, told Reuters that the conversion rate will be 60% higher when we're able to pre-populate all of that information.

Bolt will charge a fee to merchants when its network helps them make a sale, but Bolt and Adobe are still working on the financial details of the partnership.

Justin Merickel, vice president for business development at Adobe, said merchants don't need Adobe's in-house payment processing to use the Bolt tools, which is why Adobe has recently announced it will offer payment-processing services for merchants.

Jordan Jewell, research director for digital commerce at IDC, said the deal was the latest in a series of Adobe partnerships, such as a deal with FedEx Corp to ease shipping complexity, aimed at helping merchants compete with Amazon, which held a patent on one-click checkouts until 2017 in a series of Adobe partnerships.

Jewell said that for Adobe, it's about emulating what Amazon is doing and what Shopify is doing as well.