BRAINTREE

Braintree’s One Touch Makes a Global Play

December 5, 2014         By: Steven Anderson

Braintree is already fairly well known for its One Touch payment system, available on both Android and iOS since September, but this experience will soon be brought to other countries.

Having only recently launched in the United States, Braintree is about to go on something of a world tour, bringing its brand of single-touch payments to a huge array of countries.

With this branching out, Braintree is now available in Australia, the U.K., and a large swath of western Europe from Italy to France and up into Sweden for a combined total, at last report, of 43 markets reached.

That’s a substantial reach by any measure, but it’s what Braintree can do that makes it particularly noteworthy.

Braintree has the ability to link with PayPal, which in turn allows users to pay for products and services using just a single tap within a variety of apps, meaning that users would no longer need to log in every time they found themselves wanting to buy something.

Already, Braintree’s systems have a hand in several online platforms ranging from ticket venue StubHub to Jane.com in the United States, to Sweden’s Cabonline to France’s Polagram, making it clear that the company has a wide array of experiences delivering payments to goods and services alike.

Perhaps Braintree’s biggest claim to fame, however, is its claim that it’s not only faster and safer for the mobile shopping crowd, but it also has a hand in reducing abandoned orders, a development that most online merchants can readily find value for.

Indeed, the issues of ease of use and data security are two of the largest when it comes to mobile shopping, so if Braintree can live up to its claims—and the sheer range of its market says that’s not an issue at all—that really should go a long way in reducing cases of cart abandonment from even entering the equation to begin with.

Additionally, Braintree has a smaller but in some ways just as compelling ace in the hole: the time required to integrate the service to merchant apps is now around 10 minutes total. So it now requires less time, and by extension less money, to make Braintree a part of any current app, a development that will be especially welcome in light of Braintree’s ability to help improve sales and reduce abandoned orders.

Braintree is likely to catch on quite handily, though only time will tell just how far Braintree’s expansion will go in terms of bringing new businesses into play. Still, for all its benefits, it’s hard to imagine a scenario in which Braintree doesn’t handily succeed.