Global appetite for e-commerce continues to rise. As more consumers increase their use of remote payments – ‘e-commerce’ – the EMVCo Click to Pay icon offers recognition and familiarity, and confidence in a common, seamless, and secure user payment experience.
It is expected that an additional $1.5 trillion will flow through online retail transactions by 2024 as remote commerce continues to increase in popularity and convenience worldwide.[i] Yet with fraud losses projected to increase by 52% over the same period, and today’s average shopping cart abandonment rate at 69%, providing both a secure and convenient payment process for consumers shopping online continues to be a key challenge for merchants.
To help address the growing need for merchants to simplify the online payment process while increasing security and reducing friction for their e-commerce customers, EMVCo worked with the payment community on the EMV Secure Remote Commerce (SRC) Specifications and developed the supporting Click to Pay icon.
What is the Click to Pay icon?
Consumer-facing solutions and programmes based on the EMV SRC Specifications can be described as Click to Pay. This universal description enables ease of recognition and familiarity for consumers, signalling that a consumer can confidently transact through an easy e-checkout, regardless of the payment card, digital channel or device they use.
The corresponding Click to Pay icon signals availability at participating merchants. Alternatively, ‘Click to Pay’ can be used in text as descriptive language if an e-merchant is unable to visually display the icon.
When a consumer clicks on the prompt associated with the icon, they can be confident that they are entering a consistent payment space – regardless of the payment method or merchant – and can expect an easy, smart checkout.
Why is EMVCo managing this icon?
EMVCo manages and licenses marks that denote implementation of the EMV Specifications to help promote consumer confidence and trust in payment technology both online and in-store. The EMV marks give assurance to users of card-based payment products that they meet EMV Specifications.
In addition to the Click to Pay icon EMVCo manages other consumer-facing icons such as:
- The Contactless Indicator showing that a contactless experience is available.
- The Contactless Symbol indicating a payment terminal that accepts contactless payments.
- The EMVCo QR Payment Mark signalling QR payment acceptance.
- The QR Code Scan Icon informing consumers that they can initiate scanning of a QR code.
The Click to Pay icon joins this family of marks to provide the same level of familiarity and confidence that consumers currently experience when using an EMV point-of-sale payment terminal at any merchant outlet globally.
Who can use the Click to Pay icon?
All industry participants can access the EMV SRC Specifications from EMVCo on a royalty-free basis, and the icon is available for licensed reproduction across remote-checkout environments that offer payments enabled by the EMV SRC Specifications, including websites and apps. Use of the icon basically signals availability of a common secure remote commerce experience at participating merchants.
Learn more about how the EMV® Secure Remote Commerce (SRC) Specifications and Click to Pay icon can support delivery and confidence in secure remote commerce payments for businesses and consumers worldwide.
EMV is a registered trademark in the U.S. and other countries and an unregistered trademark elsewhere. EMV and the Click to Pay icon, Contactless Indicator, Contactless Symbol, EMVCo QR Payment Mark, and QR Code Scan Icon are trademarks owned by EMVCo, LLC.
QR Code is a registered trademark of DENSO WAVE.
 Juniper Research, ‘Strategies for Payment Providers: Industry Trends, Opportunities & Recommendations 2020-2024’, March 2020