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Apple takes on PayPal with Apple Pay on the web

TechCrunch TechCrunch 13/06/2016 Fitz Tepper

Online shopping is about to get even easier.

At WWDC today in San Francisco, Apple finally announced that Apple Pay is coming to the web. Mac users will be able to pay online in Safari using Apple Pay, and authenticate their purchase using Touch ID on their phone or watch.

Previously, Apple Pay could only be used in select iOS apps, as well as at physical retail stores.

So how will authentication work? When you are ready to check out online, Continuity will pull up a prompt on your phone or watch to quickly authentically and complete your purchase.

While retail partners will need to integrate Apple Pay into their checkout flow, Apple said it has already signed up tons of merchants to the payment platform.

As much as Apple touts its apps as a shopping platform, the plain old internet is still the king of e-commerce. So until now, Apple has been missing out on that entire segment of shoppers. By bringing Apple Pay to the web, Apple is introducing their payment method to an entire new segment of shoppers – those that  don’t shop in apps, or just prefer shopping on the web.

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