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New Service Aims to Simplify Ecommerce Payments

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This story appears in the April 2013 issue of Entrepreneur. Subscribe »

Brick-and-mortar retailers wouldn't dream of sending customers outside the confines of their stores to finalize a purchase. Yet online merchants do it all the time, ushering shoppers away from digital storefronts to third-party payment platforms like PayPal. It's counterintuitive--and can lead to lost revenue.

Ribbon

Roughly two-thirds of consumers abandon shopping carts before completing a web purchase, due mainly to the complexity and length of the checkout process. A new service, Ribbon, promises to eliminate this friction with a patent-pending, quick-and-simple system that enables merchants to take payments via links inserted into websites, e-mail, Facebook pages and Twitter feeds.

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