[clintonb]

It all depends on how you integrate. I added Apple Pay to my site. Relative to PayPal, my conversion rate and AOV are higher. Relative to credit cards, only AOV is higher. In my case Apple Pay is a payment option on the checkout page. Apple and Etsy have a similar integration. Lululemon, on the other hand, puts the Apple Pay button right on the product page. Want some shorts? You can literally purchase them within seconds of having landed on the page!

Other factors that hamper wallet payments: - We didn't do any marketing around the rollout. Those who ended up on our checkout page and happened to be using Safari...and happened to have device with a fingerprint reader...and happened to have a credit card setup, saw the Apple Pay button. Others did not. A small marketing push might have helped attract those curious to try out the technology. - User input is still an issue. We still require users provided a billing address to help combat fraud. When I first created my billing address for Apple Pay, there was a typo in the country name. This resulted in an invalid country code being sent to my backend server, which rejected the request. The UI doesn't show the country at all, and I ultimately had to delete my own contact card to fix the address. - Not all banks support the technology. I've seen payments rejected from Russia, Australia, Canada, and even Georgia (U.S.) because some banks simply don't support tokenization/Apple Pay.

You can see some of our initial work at https://openedx.atlassian.net/wiki/spaces/LEARNER/pages/1615..., if you're curious.