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Biometrics May Be Online Retail’s Ticket to More Sales


Retailers are leveraging innovative solutions, such as biometrics, to enhance convenience, security and personalized services in their day-to-day business.

Biometrics systems are gaining popularity as an authentication method for more and more digital tasks, including retail purchases. Retailers can offer customers a seamless shopping experience by using facial recognition or fingerprints. In a context of economic uncertainty and high promotional intensity, such as the upcoming holiday season, this can be a differentiating factor. Facilitating the identification and payment process for customers, providing them with more personalized offers, or targeting them with relevant adverts during the next Black Friday or Christmas sales period can translate into an increase in sales. 

Gaining Ground Among Consumers

According to the study, “Tracking the Digital Payments Takeover: Biometric Authentication in the Age of Mobile,” a PYMNTS Intelligence research in collaboration with Amazon Web Services, nearly 60% of the U.S. consumers who made online purchases in the last month used biometric authentication to validate their transactions.


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