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Why Backend Orchestration is the True Payment Experience Unlock

January 26, 2024

The seamless nature of digital commerce has inspired consumers to expect more from the payment experience everywhere they shop — online, in-store and even via social channels. But although brands have invested heavily in functions like product discovery, merchandising and on-site personalization, consumers largely face the same old headaches when they’re finally ready to make a purchase.

“Too many friction points all along the customer journey is a big pain point for consumers, and certainly the checkout or transaction moment plays a part in that friction,” said Margot Juros, Research Director for Retail Technology Strategies at market intelligence and advisory firm IDC in an interview with Retail TouchPoints.

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