American fashion site Keep has launched a 'universal shopping cart' that would work across the boundaries of online stores. Customers can then search for what they want and check out in one go.
Simplify mobile checkout
An important reason to create this shopping cart was to simplify the checkout process on mobile appliances. "Today, mobile Web checkout is terrible when you want to check out with one store, and intolerable if you set out to buy across various stores", Keep president MaryAnn Bekkedahl said. She believes mobile payments still have untapped potential, with consumers resisting the current system.
Keep would be an intermediate party with this new shopping cart: the customer can order products from a range of web shops through Keep's website but when he wants to checkout, Keep basically buys the products at the different stores and then presents the consumer an easy checkout. This way, he won't have to go through several log-in and payment procedures at different web shops.
Keep's system is currently in a beta phase with a group of users still testing it, but if everything goes according to plan, the shopping cart will be introduced later this year.