EBay Inc.’s Braintree unit, an electronic-payment system for businesses acquired last year, is seeking to make it simpler for e-commerce companies to get customers to buy on mobile devices.
Braintree’s new development kit is the first major upgrade since its purchase by EBay for about $800 million. It will help website owners quickly add and customize checkout features, potentially saving weeks of work, said Bill Ready, chief executive officer of the unit. Braintree’s product will also be integrated with EBay’s PayPal payment system, which has more than 148 million customers, making it easier for developers to add that checkout option.
San Jose, California-based EBay, grappling with competition from online retailers such as Amazon.com Inc. and startups like Square Inc., is adding new tools as it seeks to reach consumers who are making purchases through smartphones and tablets. That effort has included rolling out applications targeting shoppers in Latin America and adding more mobile-payment options for PayPal customers.
“It’s a huge step forward,” Ready said of the Braintree update. “The entire e-commerce world has to rewire their buying experience, given that consumers are moving to mobile devices as their primary computing device.”
Braintree already helps e-commerce companies easily accept payments online with major credit cards using different currencies. The new checkout tools and features are available for mobile applications, the mobile Web and desktop-computer versions.
Braintree’s customer list includes key startups such as transportation service Uber Technologies Inc. and room-sharing website Airbnb Inc.