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BizReport : Ecommerce archives : October 28, 2011

3 Questions with AdYen's Peter Caparso

Heading into the holidays, there are steps merchants can take to pull more sales from the season. AdYen is a payment platform helping many online retailers to accept different payment types, to identify fraud and take steps to prevent more fraud from happening.

by Kristina Knight

Kristina: The National Retail Federation expects about a 2% increase in holiday shopping this year. What do you expect?

Peter Caparso, US President, AdYen: I think it's fairly close. The last couple of holiday seasons have been bad, with many still wanting/needing to save. I think things are better today than two years ago, but it's not as good as it was 5 years ago. Individual merchants can see more than [a 2% increase] if they expand to new markets and expose their products/services to a new client base.

Kristina: To make the most of the holidays many etailers are continuing their push into international waters. Is this a good idea?

Peter: The US recession has been very hard for a lot of people. What I'm witnessing, especially in ecommerce, is a lot of merchants wanting to sell more and the easiest way to do that is to expand into new markets. There are costs associated with that, but in a lot of cases it is simpler than opening new brick-and-mortar stores. What we're hearing from businesses is that they are still tepid on spending

Kristina: What are the drawbacks?

Peter: If you look at Germany, this is a country with low credit card penetration. In the US, UK, Canada and Australia that isn't true, but for brands in those countries looking at a German expansion, it won't work if they only offer credit card check-outs. So do the research, know what the market is, what the buying patterns are. First and foremost you want to make sure your site is secure - HTTPS - so that consumers know their information is safe. As a merchant, make sure you have safeguards in place:
• virtual fingerprinting, which identifies where the transaction comes from so that fraudsters can't 'fake' purchases
• work with payment provider/banking institution that has up to date fraud meters

Tags: AdYen, ecommerce, ecommerce ads, ecommerce trends, online advertising, online merchants

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