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Wayfair Retailers Use MasterPass to Nudge Mobile Laggards
At the Wayfair network of retail brands, more people are using its mobile commerce apps, but only a smaller percentage are on board with using those apps payment methods wayfair make purchases.
"Traffic precedes buying in mobile," said Michael O'Hanlon, vice president of business development for Wayfair, whose brands include online stores such as Wayfair.com, AllModern, Birch Lane, DwellStudio, and Joss & Main. "A lot of folks are using mobile devices to discover items that they later purchase on larger devices."
Wayfair's not alone among retailers that want to encourage mobile users to traverse the last mile from app shopping to using devices to pay.
To improve the mobile shopping process, Wayfair is using MasterCard's MasterPass, which stores most payment and shipping information for users regardless of which retailer's site is being visited. This leaves only a buy button for payments at MasterPass retailers, greatly simplifying the process of purchasing from a smartphone's small screen.
O'Hanlon predicts the retail industry as a whole will address the in-app payment adoption lag, making the MasterPass deployment a competitive move. "The lag between using mobile apps to shop more than to pay is a temporary lag, and we want to make the experience equal to that of the desktop, where you can do it anytime you want."
Another motivator for the MasterPass push is security. Following the U.S. migration to EMV chip cards at the point of sale, fraudsters are expected to devote more of their efforts to online and mobile commerce, which do not benefit from EMV security.
"Our vision is, if you are a merchant accepting MasterCard today in the future you should accept MasterPass to get paid," said Matt Barr, group head for emerging payments in the U.S. for MasterCard, adding MasterPass is currently available in 17 countries.
Wayfair is primarily an e-commerce merchant, which puts it among the merchants that will be most affected by the predicted uptick in fraud attempts as chip-cards become more prevalent in the U.S.
"This is how we will secure e-commerce transactions in the future," Barr said. "That is building off payment methods wayfair the EMV momentum."
MasterCard added in-app purchasing capabilities to MasterPass last year, with initial deployments of this feature at Starbucks in Australia and Shaw Theaters in Singapore. MasterPass has also expanded geographically, adding China, and is exploring new use cases such as transit payments and restaurant ordering.
Such a diverse range of scenarios should help MasterCard hold its own against the rising tide of mobile "buy" buttons and other in-app purchasing options from the likes of Twitter, Amazon.com and Pinterest.
"Not only are [buy buttons] helpful for consumers who don't have to re-enter all of the details on small screens, but merchants also benefit from increased conversion rates and reduced shopping cart abandonment," said Zilvinas Bareisis, a senior analyst at Celent. "The question is how many of those checkout buttons a merchant is payment methods wayfair to adopt and which ones. For any provider, easy integration is a must. Payment methods wayfair should be easy for merchants to add the new acceptance button to their checkout page."
MasterPass and PayPal are Wayfair's two sources for in-app payments, and the company accepts a wider variety of payment methods on its websites.
"It's hard to predict what will get consumers to use mobile devices," O'Hanlon said. "MasterCard is a great brand that is well known, and MasterPass adds a layer of convenience that shoppers desire."
Wayfair senior software engineer salary
Wayfair senior software engineer salary
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Wayfair has partnered with Citi to launch two new credit cards
Citi is a CreditCards.com advertising partner.
Wayfair, a popular online furniture store, is scrapping its old credit card issued by Comenity Bank to replace it with two new ones partnering with Citi.
The two credit card products, the Wayfair Credit Card and the Wayfair Mastercard, come with no annual fee and more attractive rewards than the old version. Both can be used to redeem rewards at any Wayfair retail websites, including wayfair.com, jossandmain.com, allmodern.com, birchlane.com and perigold.com.
The cards launched on Sept. 11, 2020, and are now open for applications.
What the new Wayfair credit cards offer
When you apply for one Wayfair credit card, you’ll be considered for both. Then, if you’re approved for both, you’ll be able to choose which one you want.
The lower-tier Wayfair Credit Card is a classic store credit card. It can only be used on Wayfair retail websites and doesn’t earn rewards anywhere else. It offers 5% back in rewards at Wayfair and provides an option of deferred interest financing if paid in full up to 24 months on qualifying orders.
See related: Best retail rewards credit cards
The Wayfair Mastercard, on the other hand. can be used anywhere Mastercard is accepted. Besides earning 5% back in rewards on Wayfair retail website purchases, you can earn:
- 3% back in rewards at grocery stores
- 2% back on qualifying online purchases
- 1% back on all other purchases
Both cards offer $40 off your qualifying first order of $250 or more if you choose to earn rewards. Purchases with deferred interest financing don’t qualify for rewards.
Note that if you opt into this financing option and don’t pay in full within 24 months, you’ll be charged interest from the purchase date. The APR on both cards is rather high, as is typical for store credit cards, so we recommend to use this option only when you’re certain you can pay your purchase off within the promotional period.
Wayfair offers the following financing options with its new credit cards:
- 6-month financing on orders over $199
- 12-month financing on orders over $499
- 18-month financing on orders over $1499
- 24-month financing on orders over $2999
If your purchase is over $2,999, you might also qualify for a “major purchase plan,” in which you’re still charged interest – but at a lower interest rate for a set number of months.
Should you get a credit card from Wayfair?
If you’re due for some furniture shopping, a furniture store credit card can offer a way to earn rewards on your purchases or finance them. On the other hand, such cards are generally only a good choice for brand loyalists, due to limited rewards earning and redemption opportunities. Store credit cards also tend to have lower credit limits and high APRs.
The Wayfair Mastercard does offer rewards for grocery, online and general purchases, but you’ll still find regular rewards credit cards much more versatile when it comes to rewards redemption.
If you’re interested in financing a large purchase, you might want to look into 0% APR credit cards that charge no interest during the promotional period, as opposed to offering deferred interest plans.
Still, if you have the old Wayfair credit card from Comenity Bank and have been happy with it, Citi offers even a better deal, so you might want to consider applying.
Tip: Your old Wayfair credit card account will be closed, but your rewards can be redeemed until September 10, 2021.
Additionally, a store credit card can also be a good option for those with lower credit scores, especially now that many credit card issuers have tightened underwriting standards.
The editorial content on this page is based solely on the objective assessment of our writers and is not driven by advertising dollars. It has not been provided or commissioned by the credit card issuers. However, we may receive compensation when you click on links to products from our partners.
Ana Staples is a staff reporter and young credit expert reporter for CreditCards.com and covers product news and credit advice. She loves sharing financial expertise with her reader and believes that the right financial advice at the right time can make a real difference. In her free time, Anastasiia writes romance stories and plans a trip to the French Riviera she'll take one day—when she has enough points, that is.