Dive Brief:

• EMVCo, which manages the EMV standards for card-based payments, has released its draft EMV click-to-pay guidelines with respect to customer experience. The draft of the guidelines is aimed at spurring public feedback by Oct. 13, according to a Monday press release shared with Payments Dive.
• The guidelines have been drafted to support businesses, payment firms, developers and customer experience designers in seeking a streamlined online checkout process; fraud mitigation; and reduced cart abandonment, according to the Sept. 18 announcement. 
• The draft EMV guidelines are intended to support sellers and payment firms in providing consistent and familiar click-to-pay services, according to the press release. 

Dive Insight:

Major card network companies, including Visa and Mastercard, offer click-to-pay options to consumers who are making purchases online. A click-to-pay icon lets them know the option for faster checkout is available. Card holders need to register for the click-to-pay option before they can use it.

The rollout of the new guidelines builds on an earlier release by EMV of specifications for merchant orchestration of payments at checkout, which allows sellers and payment companies to tailor their payment experience and interactions, the release this week said.

EMV said it worked with specialist payment customer experience designers and payment industry stakeholders to develop the guidelines. The owners of EMVCo include the namesake companies Mastercard and Visa, as well as the U.S. card companies American Express and Discover Financial Services, plus China’s UnionPay and JCB of Japan.

The specifications enable “merchants to deliver a seamless payment experience that can support global, regional and domestic payments systems through the integration of a single solution,” Joy Huang, chair of EMVCo’s executive committee, said in the statement. “This has the potential to be a game-changer in terms of mitigating friction, minimizing integration complexity and significantly reducing checkout fatigue.” To realize those benefits, the specifications are “crucial,” Huang added. 

In addition to its proposed click-to-pay guidelines, the organization has also solicited the public for its views of other new standards in the past year. Last May, the organization proposed new guidelines for contactless payment specifications. In October, it approved the EMV contactless kernel specification, which provides standards for point-of-sale terminals and ATMs for processing card transactions.