ZooZ, a provider of mobile payments technology is launching a checkout system based on HTML5, the latest version of the HTML markup language used in desktop and mobile websites.

HTML5 allows merchants to adapt the shopping experience based on the consumer's device and location. ZooZ is a longtime proponent of HTML5, and also offers the technology to developers to support in-app payments.

"We're all about optimizing the payment experience and making it more approachable for people," says Noam Inbar, vice president of business development at ZooZ. "Our challenge is always to find the balance between helping a merchant optimize their business…but to remember that behind the business, behind the transaction there's a person."

Merchants were seeing low conversion rates on mobile because the experience wasn't convenient or comfortable, Inbar says. ZooZ's technology provides a one-click purchasing experience for its merchant clients, tying payment credentials to a user's device for authentication.

ZooZ also has a partnership with First Data, a global payment processor that allows Israel-based ZooZ to support payments in the U.S.

"Our connection with First Data also says something about us…it gives merchants the peace of mind when integrating an innovative technology," says Inbar, speaking on First Data's long history in the payments space. 

ZooZ also announced a plug-in for merchants that use Magento's e-commerce technology.

ZooZ received a $2 million funding round in April from Lool Ventures, XSeed Capital and Rhodium.

Shortly after that, ZooZ launched In-Ad Payments, enabling shoppers to make payments by tapping a banner ad inside a mobile app, improving integration between marketing and mobile payments

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