Inline vs Express Checkout
Nowadays every e-commerce site uses the hybrid model of inline and express checkout for eg. MakeMyTrip, Goibibo, redBus and other OTAs :)
But back in 2012 i met with JusPay team and understood why they are NOT a payment gateway but a Vault system which provides Inline and Express Checkout functionalities to the merchants and i was like WHAT??? Please repeat again?
YourStory coverage of redBus integration with JusPay (in 2012)
And people thought what’s the fuss about it but at redBus we’d already predicted that this is going to be a game changer in mobile apps going forward and we went with JusPay (at that time a startup and we saw a push in signed in users transactions then on)
Auto OTP Read with JusPay Safe (in 2014)
INLINE CHECKOUT
There are various tech blogs on the same but i would like to simply this with a very simple example -
- When a customer visits your website or application and he needs to fill his/her payment details with an option that “Do you want to save this card details for future payment” or “Save my card” (You might have seen this in various sites including BMS, GoIBIBO, Flipkart, PayTm etc
- What the merchant does at this point is to take your permission and tell the Payment Gateway that take this customer’s card detail and save in your VALUT system (except CVV) after successful transaction (This means the merchant is NOT saving the card details but the Payment Gateway or the aggregator provides this facility to the merchants)
- Technically this is possible only if the customer is “signed in” because the saved cards should be associated to a USER_ID and so the PG also asks for the same. PAYU, JUSPAY, CITRUS and MOBIKWIK does the same.
- This means PG VAULT has saved your card details with CARD HOLDER NAME, CARD NO, EXPIRY MONTH, EXPIRY YEAR associated to your USER_ID
EXPRESS CHECKOUT
- Now the same customer when visits again the merchant shows his/her saved cards in masked form to the customer from PG VAULT system.
- This time the PG provides the GET_USER_CARD_DETAILS based on USER_ID with a CARD_TOKEN associated to the masked card detail
- For Eg. The below image is self explanatory -
- This time the customer needs to put only the CVV number for the payment to go which is called 1 Click Payment OR EXPRESS CHECKOUT as the user need not to fill the other pre-requisite details.
- Technically what a PG does in this case is based on the CARD_TOKEN they associates the original card details during the payment and takes you to the Bank’s 3d Secure for OTP or IPIN. So they cut down one big step for the customer to fill all the details again.
Below video shows how can you get the benefit of Express Checkout with saved cards and one click payment
Now the e-commerce and payment gateways are moving towards cutting it short by one more step i.e. Once you save your card details during INLINE CHECKOUT, merchants can avoid asking CVV from customer during EXPRESS CHECKOUT
i.e. ONE TAP PAYMENT or 1 CLICK PAYMENT.
I will close this POST with one question for everybody here as a takeaway -
To make progress on payments are we interfering with customer’s personal data?
