Visa Inc. today announced the official launch of Rightcliq by Visa, an online shopping service the card brand initially announced early in July (see story).  

In an interview July 30, Charlie Wilson, Visa head of global e-commerce, noted that Visa initially is targeting two consumer segments: the young, technology-savvy early adopters and shopping enthusiasts, or “fashionistas,” who similarly tend to be open to trying new ways to pay and shop.

 The two segments combined represent 20% of online shoppers in the U.S. and 26% of U.S. online spend, he said. Visa initially is limiting the Rightcliq marketing to online sites where consumers in the two segments tend to shop most often, including, and Wilson declined to say how much Visa is investing in the promotion, calling it simply a “material investment.”

 “We will focus on building the product around them and have them help us develop a product that serves the broader consumer base,” Wilson said.

 The service supports all brands’ credit and signature-debit products, and Visa would add PIN-debit payments to the mix if consumers demanded it, he said.

Visa Australia launched a similar product called Payclick in June (see story). That service targets digital content, and at some point the two services will converge as they grow globally, Wilson said.

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