One thing I haven’t seen people talking about much is how profound and impact Apple Pay is for direct online retail.
I used to find products on a company website and then go to Amazon to buy, mainly so I didn’t need to create yet another account, and because of prime shipping and Amazon’s return policy.
The amazing thing with Apple Pay is how much it creates an even better purchasing experience than Amazon’s “one-click,” while being open to any merchant. You don’t have to create an account, put in your shipping or billing info, or do anything really. You just click “buy with Apple Pay,” and click to confirm.
Between that, and offering “free shipping” (just include it in the product price), and a good return policy, I see retailers being much more able to sell direct and compete with Amazon’s fading reputation.