WePay is looking to boost transaction activity among its small business users by offering access to Google Wallet with minimal steps.
"Google Wallet is a massive untapped opportunity that we can capitalize on, and it allows us to pass on the benefits of Google Wallet to people who may not even know what that is," said Rich Aberman, WePay Co-Founder and Chief Product Officer. "Not only can this increase security, but it also improves checkout rates."
WePay has integrated Google Wallet Instant Buy directly into WePay's checkout experience. WePay's invoicing platform partner, InvoiceASAP, will make the service available to its network of more than 200,000 small business customers. Adding Google Wallet Instant Buy allows users to purchase items from mobile commerce sites without having to type in their shipping and billing information.
"This integration with WePay will now expand [Google Wallet's] reach and allow us to support small business owners through WePay's hosted payment offering, making it easier for them to accept payments online and on mobile devices", said Steve Klebe, a business development executive for payments at Google, in an email.
WePay also plans to add support for Apple Pay in the next couple of months, Aberman said. Google did not reply to a request for comment by deadline.
"Apple Pay and Google Wallet are similar products, in that they improve security the cardholder doesn't have to share credentials with the merchant, and it also dramatically reduces the friction of checking out on a mobile device," Aberman said. "Entering your credit card information on a keypad is a lot more fiction than clicking two buttons to authorize Google Wallet."
Far more mobile payments are happening in-app on the mobile Web than at point of sale terminals, said Mary Monahan, executive vice president and research director for mobile at Javelin Strategy & Research.
"The key for now is connecting these websites and mobile sites to the wallet provider," Monahan said. "Not only will it establish payment habit, it will also accrue confidence to the wallet provider every time a transaction is completed successfully. Habit-driven preferences are a primary driver of consumer financial behaviors, so establishing these business connections are important to overall strategy."
Enabling payments on an invoicing app makes sense, but WePay would be better served by diversifying the payment companies it supports, according to Thad Peterson, a senior analyst at Aite Group.
"The bigger question to me is, Why Google when there are so many other payment capabilities in place, such as Amazon and PayPal?" Peterson said. "Why would WePay not be 'buy button agnostic' and allow their customers to choose the wallet or wallets that they believe would be best for business?"
WePay plans other partnerships, but is not ready to make announcements, the company said.