AmazonPay is a payment system, developed by the retail giant, for users registered on its website. With this system, people registered with Amazon will be able to make payments easily on any platform that integrates this application. To find out a little more about this payment method for eCommerce, we talked to Jenny Catterfeld, Senior Marketing Manager at EUto tell us about the service, its evolution and its future perceptions regarding online payments.
You have been in the means of payment sector for two decades. Since then we have experienced the popularization of eCommerce, the use of mobile phones, the loss of the fear of paying digitally… What would you highlight as the main changes? How do you remember that time?
Many changes. I remember what it was like not to have a mobile phone, it seems crazy when you think about it now! Also, I think about how we used to have to go to our local bank branch, to manage our money, and go to physical stores to look for the latest collections.
Even 10 years ago, online retail represented a very small percentage of total sales. Although in some countries this has increased in recent years, in other European countries these changes in consumption habits have not yet been standardized. This is because there is still fear of online shopping and because users still do not feel comfortable sharing their data over the Internet, although it seems inconceivable now for Generation Z. The Covid-19 pandemic has been the one that has fueled growth again and many consumers, who had not previously shopped online, suddenly started. It will be interesting to see which habits stick and which don’t. Customers now expect to be able to shop when and how they want.
In January of this year you joined Amazon Pay. What does it mean to work for a reference company like this? What attracted you to his project?
Well, obviously I had heard of Amazon in retail, but with my background in payments, I was excited about what they were doing in Amazon Pay. It has been an exciting journey since I joined in January, where my role has gone from managing B2B marketing for the , to B2B for Europe, and now leading the EU marketing team at merchants and consumers. Many people may not be familiar with Amazon Pay, but we basically enable a super-fast checkout experience on a merchant’s website. You just need to log in to your Amazon account and then the payment will be made with your saved and preferred card on the account.
What are the main challenges you face for these first months of your stage in Amazon Pay?
I thought joining a new company during the pandemic was going to be the biggest challenge, but in the end, it’s amazing how easy it was. I have been able to make human connections regardless of not being in the same room. I recently met my team for the first time in person and I’m looking forward to getting to know them more in the coming months.
How are Amazon Pay users? What type of purchases do they make, how do they use this means of payment?
Amazon Pay appeals to a wide range of customers because of the brand, which in my view stands for trust and integrity. We have hundreds of millions of active Amazon customer accounts around the world, including 200 million Prime members worldwide. Once our customers have experienced how fast it is to pay with Amazon Pay, they want to use it again and again.
Why do you think they use it before other alternatives?
I think it’s because Amazon Pay broadens the shopping experience, that customers really enjoy and trust Amazon.com.
Do you think that online stores are aware of the impact that incorporating payment with Amazon Pay can have on their businesses?
Yes, we have many testimonials from merchants telling us how Amazon Pay has increased conversion metrics and checkout rates in their eCommerce. This is because it is very simple and fast to pay through our service.
Also, I think it is interesting to mention that, Start-Rite Shoes – specialists in children’s footwear – told us back in the day: “We chose Amazon Pay to give our consumers more options on how to pay and to help make the checkout process a little easier for them. Most people have an Amazon account, and so adding Amazon Pay seemed to make sense. The Amazon Pay integration was very easy and quick to complete and the level of Amazon Pay customer service was easy and friendly, they were always there for us. 23% of our customers use Amazon Pay to pay, and since customers’ address and payment information is pre-populated once they’ve logged into their Amazon account, this has improved checkout speed for customers of Amazon Pay compared to paying guests by card«.*
* The results experienced by this customer are not indicative of the results that all Amazon Pay customers will achieve. These figures were provided to Amazon by the customer, and have not been corroborated by Amazon.
Why do you think that many vendors still limit themselves to offering the classic forms of payment, such as credit card, instead of using means such as Amazon Pay?
I would say this comes down to a trust issue. Companies have been using these methods for years. Credit card companies were the first to use online payments, now they are widespread and proven to be reliable. It is only a matter of time before the use of means such as Amazon Pay is standardized.
What headline about Amazon Pay would you like to read next year in Marketing4eCommerce?
“Amazon Pay is positioned as the easiest to use payment option with the best co-marketing/growth benefits for small and midsize businesses.”
How do you imagine the means of payment sector in 2025?
From my personal experience, I see that customers do not always choose traditional payment providers, because they want to manage their money in a more seamless way. Companies that adapt and are able to offer a consistent payment experience and know their customers in order to eliminate friction from the payment process will be the ones that drive customer loyalty and value. Companies that strike this difficult balance between trust and convenience will find success.
Quick Quiz:
- What is the first social network you open in the day? Instagram, I love photos.
- iOS or Android? iOs.
- App or website? Both.
- In which eCommerce and how long ago did you make your last online purchase? 5 minutes ago.
- And it was? A gift.
- Last book read? Alice in Wonderland, with my daughter.
- Recommend us a fiction series: Line of Duty.
- What website have you come across lately that has surprised you for the better? Too Good to go.
- What is your favorite thing to do that has nothing to do with digital? Running and spending time in nature.
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