E-commerce platform Flipkart has integrated Visa Safe Click (VSC), which will remove the requirement for OTP for online shopping worth up to INR2,000 ($27.8).
The new offering is said to be the country’s first in-app, device-based network authentication tool.
The aim is to simplify the payments process by lowering the steps involved and support quicker checkout to reduce cart abandonment.
Commenting on VSC, Visa India and South Asia group country manager T.R. Ramachandran said: “It eliminates points of friction, such as cart abandonment, connectivity and incorrect passwords, and transforms the payment experience into a faster, secure and seamless one, allowing consumers to focus on their shopping while helping e-commerce merchants improve their payment success rates.”
The companies also said that the built-in network authentication function of the new proposition will minimise failures during transactions.
Flipkart head of Fintech and Payments Group Ranjith Boyanapalli said: “OTP-based authentication is one of the biggest points of friction in online card transactions, wherein we have observed significant customer drop-offs.
“At Flipkart, it is our constant endeavour to simplify and quicken the shopping experience for customers on our platform, to increase their comfort and convenience. VSC is the outcome of one such effort and completely replaces OTP with a background authentication, removing the need for any additional customer action.”