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The Apple Pay Innovation Retailers Have Been Waiting For

On June 13, at Apple's Worldwide Developer Conference (WWDC) 2016, Apple announced that it is bringing the Apple Pay checkout option to websites, giving a second chance to retailers to boost their online sales. Apple Pay coming to the mobile Web, not just on apps, is a big deal for mobile commerce. Mobile commerce has had anemic conversion rates and this could finally bolster conversion rates for mobile websites.

But let’s rewind the story a bit. What is the big deal with bringing another checkout option to e-commerce at all?

E-commerce pushes brick-and-mortar out of business

First, e-commerce is a big deal in itself. Online shopping became such a powerful trend that a wide range of retailers across segments are closing their stores in 2016 and beyond at an outstanding pace. The brick-and-mortar stores are not able to maintain themselves anymore in the hostile market conditions created by e-commerce giants like Amazon and retailers are forced to adapt in order to survive.

Sears Chairman Eddie Lampert commented on the transformation of the environment in the Chairman’s Letter to shareholders, associates and members released in February, saying, "Walmart, Nordstrom, Macy’s, Staples, Whole Foods and many others have felt the impact of disruptive changes from online competition and new bus ...

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