Mastercard and Flowcart Team to Promote Social Commerce in Africa

Mastercard has partnered with Flowcart to integrate secure card payments directly into social media platforms and messaging apps like WhatsApp. While this specific launch targets the Kenyan market, it serves as a critical blueprint for retailers worldwide. The partnership focuses on 'conversational commerce.' This allows customers to move from product discovery on social media to a completed checkout without ever leaving the app. For merchants, this removes the friction of redirecting users to external websites, which is where most mobile sales are lost. The integration uses Mastercard’s payment rails to ensure security in environments that were previously seen as 'high risk' for fraud. By embedding payment tools into social journeys, businesses can capture impulsive buying behavior more effectively. This move reflects a broader global shift where payment processors are no longer just handling transactions; they are becoming part of the marketing and sales funnel. If you sell via Instagram or WhatsApp, expect similar integrated payment tools to become the industry standard for your checkout experience soon.

Source: PYMNTS

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