Primary.com, which launched today, is working directly with manufacturers in an attempt to sell products at lower prices than traditional retail brands.
The effort is the first Visa has mounted with CyberSource since acquiring the company.
Payment card network Visa Inc. says it has introduced new services to make it easier for software developers to create payment applications for use on e-commerce sites and mobile devices.
Visa has started to offer the services through its CyberSource subsidiary, marking the first major initiative with CyberSource since Visa bought the payment processing and fraud prevention company in April for $2 billion, Visa says. Payment application developers can access the new features through the developer center of CyberSource’s Authorize.Net unit.
The new features include software development kits that application developers can download for free, streamlined user interfaces, templates and testing tools, says Gerry Sweeney, Visa’s global head of e-commerce and authentication.
“This is not just geared for online payments,” he says. “The applications can be developed for far beyond the PC, including in the mobile space.”
A software developer helping a merchant launch a web site might use the features to create a payment processing application for that online retailer, Sweeney says. That developer would be able to use the templates and testing kit to make sure the payment application works. The developer then would have to submit the payment application to Visa for certification; Sweeney says there is no typical timeframe for how long the certification process lasts.
Developers can use the tools for free. Visa earns money from processing transactions.
This is the latest move by Visa and other payment card networks to capture more e-commerce transactions. Visa this year launch Rightcliq, an online shopping service. Rival MasterCard Inc. this year also launched an online mall called MasterCard Marketplace. Also this year, MasterCard said it was buying for $250 million U.K.-based payments specialist DataCash Group plc to beef up its e-commerce offerings. DataCash concentrates on Western Europe.