Adflex adopts the Click to Pay service from Visa for a simplified checkout experience

By Joy Dumasia

Adflex announced the release of Click to Pay to its customers in partnership with Visa. Based on EMVCo industry standards, the new technology provides an easy, smart and highly secure, password-free checkout. Adflex’s merchant customers can now use the Click to Pay solution to simplify their customers’ payment experience. By making buying and selling easier, businesses can establish and maintain preferred partner status, growing trusted relationships throughout the supply chain. 

Adflex CEO, Pat Bermingham, said: “Digital payments are driving business growth, with global eCommerce sales expected to top $7 trillion by 2025. As an early adopter of Click to Pay, merchants using Adflex’s PayPage or Payment Links services can now offer buyers a simpler, highly secure checkout experience. Removing unnecessary steps for buyers, such as repeated data entry, makes it easier for them to pay and merchants to be paid, maximising sales potential.” 

Click to Pay leverages device, IP, browser and location data to enable the secure storage of sensitive authentication details, bypassing the need for returning customers to enter passwords and re-enter card details. Click to Pay uses two-factor authentication to ensure compliance with SCA (Strong Customer Authentication) and simplifies PCI-DSS (Payment Card Industry Data Security Standards) compliance, as details are entered by the customer and replaced by a digital ‘token’, further reducing the fraud risk. 

Adflex’s developer-friendly platform enables easy integration of Click to Pay into its merchant customers’ websites, improving the payment experience and engendering greater loyalty for merchants with their customers. 

Simon Gilson-Fox, Head of Product, UK & Ireland, Visa, said: “Customer experience and a seamless payment journey is vital to stay competitive in the digital world. We’re delighted that Adflex is bringing its merchant customers a more streamlined checkout experience with Click to Pay.”