Browser based Payments, the Apple Gap

Worldwide B2C e-commerce sales amounted to more than $1.2 trillion in 2013. This massive number of transactions is being facilitated by online service providers enabling you to pay right in the internet browser, eliminating the need to go in-store. Companies such as PayPal, Dwolla, Stripe and others offer effective online checkout systems enabling users to pay via multiple options such as payment cards and other credentials. Even credit card companies such as Visa and MasterCard offer online payment services viz. (by Visa) and PayPass (by MasterCard).

Current e-commerce statistics show that 40 percent of worldwide internet users have bought products or goods online via desktop, mobile, tablet or other online devices. This amounts to more than 1 billion online buyers and is projected to grow continuously. No matter how many new forms of payment systems come up, browser based payment systems will witness the highest demand. Payment service providers are aware of this and are taking initiatives to drive innovation in browser based payment systems.

Imagine you are going through the online checkout process and instead of entering your card details in the browser form, you use an external device to authenticate the transaction or even complete the transaction right on the external device and then complete the payment acknowledgement right on the checkout page in the browser. Some might see this as a tedious process but this has much wider implications. What if the user wants to further secure the transaction through biometric authentication? Here are some examples of companies driving innovation in browser based payments: offers a patented secure mobile payment product for browser-based e-Commerce and m-Commerce that combines multi-factor secure authentication with mobile payments for maximum security.’s FonePrint multi-factor authentication combines a smartphone’s unique hardware with the user’s information to authenticate the user instantaneously with 100% accuracy, 100% of the time. For Apple devices, also adds fingerprint security and touch payments for the online world. apps are compatible with devices running at least iOS 7 or Android v2.3.

Here is an illustration highlighting’s browser based mobile payment service:


Fortumo’s HTML5 payment flow can be called from any mobile app, on any platform, in a 100% transparent browser window – without the user even leaving the app. After detecting that the user is on a mobile device, Fortumo’s payment pages automatically morph themselves into slick, small-screen-optimized versions of payment flow. Fortumo Mobile Payments for Web Apps is a turnkey mobile payments solution for selling virtual currencies or goods in online games, web applications and social networks. Standard integration features a web-based Fortumo Mobile Payments for Web Apps end-user payment flow, hosted on a server.

Here’s how it works:

There are a few other such companies enabling secure online or mobile web-based payments, who have invested in these specialized technologies over the past few years. Of course, it took Apple Pay to now legitimize mobile payments in general. But the irony is that Apple does not use Apple Pay on its own website since Apple Pay does not support browser-based payments, at least so far. This is what we call the 'Apple Gap’, and this a big opportunity for further seamless experiences in online payments.