The Russians will be able to pay for purchases in online stores using email. How comfortable will it be? Will the conversion increase?

Like a mobile phone number, identification via e-mail is currently just an intermediary between a credit card and an account. And the more convenient it is to make payments to end users, the more in demand are the service and the method of payment. Now is the time of service hubs, including payment hubs. For banks and service sellers, this is another parameter for the behavior of the Client, a way to link payments with specific customers. And this will provide more opportunities for analyzing the payment behavior of the Buyer and forming his portrait to provide more specific goods offers and services (in time, cost, delivery, variety, etc.).

This idea helps to make payments on the Internet (and not only) more secure. Using the e-mail address as a payment requisite for payment, we do not advertise our details on plastic cards. Such a practice in the world exists and is thriving.

Conversion for a specific segment of online shopping users will, of course, increase. Will it be convenient for all buyers? It's a question of time. Now users have an unlimited number of addresses and use separate addresses for specific applications (for registration in the children's goods store - one post office, for registration in the store of adult goods - the second, for unknown stores - the third, etc.). Therefore, it will take time for the masses to accept this idea and to understand the safety of use.

Ivan Erokhin
Head of CX/CRM Applications
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