{"id":1953114,"date":"2024-06-04T08:30:18","date_gmt":"2024-06-04T12:30:18","guid":{"rendered":"https:\/\/www.pymnts.com\/?p=1953114"},"modified":"2024-06-04T21:46:47","modified_gmt":"2024-06-05T01:46:47","slug":"visa-says-10-billion-tokenized-payments-are-just-the-beginning","status":"publish","type":"post","link":"https:\/\/www.pymnts.com\/visa\/2024\/visa-says-10-billion-tokenized-payments-are-just-the-beginning\/","title":{"rendered":"Visa Says 10 Billion Tokenized Payments Are Just the Beginning"},"content":{"rendered":"<p><span data-preserver-spaces=\"true\">The modern consumer more and more demands convenience and seamlessness across their daily lives. This simple, singular fact has served as a benchmark for much of the innovation defining the payments and commerce landscape of the past few decades. <\/span><\/p><div\r\n\tid=\"article-paywall-overlay\"\r\n\tclass=\"d-none\"\r\n>\r\n\t<div id=\"article-paywall-content\" class=\"my-4\">\r\n\t\t\n<div class=\"wpcf7 no-js\" id=\"wpcf7-f2699550-o1\" lang=\"en-US\" dir=\"ltr\" data-wpcf7-id=\"2699550\">\n<div class=\"screen-reader-response\"><p role=\"status\" aria-live=\"polite\" aria-atomic=\"true\"><\/p> <ul><\/ul><\/div>\n<form action=\"\/wp-json\/wp\/v2\/posts\/1953114#wpcf7-f2699550-o1\" method=\"post\" class=\"wpcf7-form init pymnts-article-paywall-form\" aria-label=\"Contact form\" novalidate=\"novalidate\" data-status=\"init\">\n<fieldset class=\"hidden-fields-container\"><input type=\"hidden\" name=\"_wpcf7\" value=\"2699550\" \/><input type=\"hidden\" name=\"_wpcf7_version\" value=\"6.1.5\" \/><input type=\"hidden\" name=\"_wpcf7_locale\" value=\"en_US\" \/><input 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daily newsletter, PYMNTS Today.<\/span>\n\t\t\t\t<\/p>\n\t\t\t\t<p class=\"small lh-base\" style=\"font-size:.9rem;\">By completing this form, you agree to receive marketing communications from PYMNTS and to the sharing of your information with our sponsor, if applicable, in accordance with our <a class=\"fw-bold\" href=\"https:\/\/pymnts-com-develop.go-vip.net\/privacy-policy\/\">Privacy Policy<\/a> and <a class=\"fw-bold\" href=\"https:\/\/pymnts-com-develop.go-vip.net\/terms-conditions\/\">Terms and Conditions<\/a>.\n\t\t\t\t<\/p>\n\t\t\t\t<p><input id='hiddenPath' type='hidden' name='path' value='' \/><input type='hidden' name='userDeviceId' id='userDeviceId' \/><input type='hidden' name='pageTitle' id='pageTitle' \/>\n\t\t\t\t<\/p>\n\t\t\t<\/div>\n\t\t\t<div class=\"col-12\">\n\t\t\t\t<div id='formButtonRow' class='container mt-1 px-0'>\n\t\t\t\t\t<p><input class=\"wpcf7-form-control wpcf7-submit has-spinner btn btn-dark text-uppercase py-2 px-5 small\" id=\"theSubmitButton\" type=\"submit\" value=\"Submit\" \/>\n\t\t\t\t\t<\/p>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div><input type=\"hidden\" name=\"post_id\" value=\"1953114\" \/><input type=\"hidden\" name=\"source\" value=\"https:\/\/www.pymnts.com\/visa\/2024\/visa-says-10-billion-tokenized-payments-are-just-the-beginning\/\" \/><p style=\"display: none !important;\" class=\"akismet-fields-container\" data-prefix=\"_wpcf7_ak_\"><label>&#916;<textarea name=\"_wpcf7_ak_hp_textarea\" cols=\"45\" rows=\"8\" maxlength=\"100\"><\/textarea><\/label><input type=\"hidden\" id=\"ak_js_1\" name=\"_wpcf7_ak_js\" value=\"9\"\/><script>document.getElementById( \"ak_js_1\" ).setAttribute( \"value\", ( new Date() ).getTime() );<\/script><\/p><div class=\"wpcf7-response-output\" aria-hidden=\"true\"><\/div>\n<\/form>\n<\/div>\n\r\n\t<\/div>\r\n<\/div>\r\n<div id=\"article-paywall-hidden-content\">\r\n\t\n<p><span data-preserver-spaces=\"true\">And with the news Tuesday (June 4) that Visa has issued its 10 billionth payment token, embracing <\/span><span data-preserver-spaces=\"true\">payments<\/span><span data-preserver-spaces=\"true\"> innovations is top of mind for businesses interested in meeting their customers\u2019 expectations.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">That\u2019s because tokenized payments, which work by replacing sensitive personal data with a cryptographic key, or token, <\/span><span data-preserver-spaces=\"true\">have saved $650 million in fraud in the last year while driving over $40 billion in incremental <\/span><span data-preserver-spaces=\"true\">eCommerce<\/span><span data-preserver-spaces=\"true\"> revenue for businesses globally. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">\u201cThe security properties of the token enable merchants to embed it in virtually any payment experience. It does its magic in the background in making sure that the good transactions are getting through, but also in powering up these experiences that the modern consumer is seeking,\u201d <\/span><a class=\"editor-rtfLink\" href=\"https:\/\/www.linkedin.com\/in\/mehrethabteab\/?originalSubdomain=uk\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">Mehret Habteab<\/span><\/a><span data-preserver-spaces=\"true\">, senior vice president of Product and Solutions at <\/span><a class=\"editor-rtfLink\" href=\"https:\/\/usa.visa.com\/\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">Visa<\/span><\/a><span data-preserver-spaces=\"true\"> Europe, told PYMNTS CEO Karen Webster. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">For instance, as Habteab explained, with tokenization, consumers can effortlessly use their smartphones or smartwatches to make payments for groceries or transit, simply by authenticating themselves through a quick biometric scan and a tap. This level of convenience not only meets but often exceeds consumer expectations, encouraging repeat business and fostering loyalty.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">\u201cThe new generation of <\/span><span data-preserver-spaces=\"true\">consumer<\/span><span data-preserver-spaces=\"true\"> expects that uninterrupted experience embedded with the merchant,\u201d she said, noting that 29% of all transactions currently processed by Visa use tokens.<\/span><\/p><div id=\"pymnt-1204105038\" class=\"pymnt-content pymnt-entity-placement\" style=\"margin-top: 50px;\"><p style=\"text-align:center\">Advertisement: Scroll to Continue<\/p><script async type=\"text\/javascript\" id=\"dianomi_context_script\" src=\"https:\/\/www.dianomi.com\/js\/contextfeed.js\"><\/script> \r\n<div class=\"dianomi_context\" data-dianomi-context-id=\"4329\"><\/div><\/div>\n<p><span data-preserver-spaces=\"true\">\u201cWe think tokenized payments have the propensity to penetrate some 70% of transactions as a whole,\u201d Habteab added. <\/span><\/p>\n<h2>Seamless and Secure Payments<\/h2>\n<p><span data-preserver-spaces=\"true\">Tokenization can unlock a whole new era of personalization and security \u2014 one where consumers control their data and approve when and where it can be shared for a more personalized experience. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">One of the more significant advancements brought about by tokenization is the increased control it gives consumers over their data. As Habteab explained, with Visa\u2019s own recently unveiled data tokens, consumers can grant or revoke consent for data sharing with merchants, thereby maintaining control over their personal information. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">This degree of transparency and control is pivotal in building consumer trust, especially in an era where data privacy concerns are paramount. At the same time, meeting consumer demands for seamlessly provided <\/span><span data-preserver-spaces=\"true\">payments<\/span><span data-preserver-spaces=\"true\"> optionality is also becoming critical. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">\u201cToday\u2019s consumer isn\u2019t looking for a singular product. They have differing needs \u2026 and that\u2019s what tokens have the opportunity to offer in this space,\u201d Habteab said, highlighting that tokenization allows consumers to select their preferred payment method seamlessly, whether it be a debit card, credit card, or installment plan.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Looking to the immediate future, she said the integration of tokenization with generative artificial intelligence (AI) promises to give businesses new capabilities to deliver even more personalized and tailored AI-powered shopping experiences. <\/span><\/p>\n<h2>The Potential of Tokenized Payments<\/h2>\n<p><span data-preserver-spaces=\"true\">Another impact of payment tokenization is that it puts issuers at the center of the conversation around the consumer and their transactional needs and payment behaviors. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Issuers\u2019 mobile apps can serve as the hub for managing tokenized credentials, allowing consumers to establish and revoke permissions as needed, said Habteab, explaining that this is relevant in the context of digital wallets, where the credential itself, rather than the form factor, becomes the key to accessing various payment methods.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Still, a critical challenge in the widespread adoption of tokenization is educating merchants, particularly small and medium-sized enterprises (SMEs), about its benefits. Many merchants are still unfamiliar with the concept of network tokens and how they can enhance their business operations. <\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Addressing concerns about control over customer relationships and ensuring smooth transitions between payment service providers (PSPs) are essential steps in this education process, Habteab said, explaining that as PSPs adopt tokenization and offer it as a standard service, merchants will find it easier to integrate and manage tokens, thereby unlocking the full potential of the technology.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">\u201cWe started this journey 10 years ago, and I think it\u2019s high time that this innovation now starts to get into the hands of everyday merchants, the small businesses that I mentioned <\/span><span data-preserver-spaces=\"true\">earlier,<\/span><span data-preserver-spaces=\"true\"> so that everyone has <\/span><span data-preserver-spaces=\"true\">benefit<\/span><span data-preserver-spaces=\"true\"> of this great standard that is tokenization,\u201d she said. <\/span><\/p>\n\r\n<\/div>\r\n<script>\r\n\twindow.pymntsAllowedArticleCount = 2;\r\n\twindow.pymntsPostID = 1953114;\r\n<\/script>","protected":false},"excerpt":{"rendered":"<p>The modern consumer more and more demands convenience and seamlessness across their daily lives. This simple, singular fact has served as a benchmark for much of the innovation defining the payments and commerce landscape of the past few decades. Get the Full Story Complete the form to unlock this article and enjoy unlimited free access [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1955026,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[13051],"tags":[154716,7118,6801,10829,154715,9206,22006,9323,133069,4069,5246,4266],"class_list":["post-1953114","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-visa","tag-data-tokens","tag-digital-payments","tag-digital-wallets","tag-main-feature","tag-mehret-habteab","tag-news","tag-payments-tokenization","tag-personalization","tag-pymnts-news","tag-small-business","tag-smb","tag-visa"],"acf":{"suggested_titles":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.2 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Visa Says 10 Billion Tokenized Payments Are Just the Beginning<\/title>\n<meta name=\"description\" content=\"As merchants recognize the value of payments tokenization, the innovation is set to surge, explains Mehret Habteab of Visa.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.pymnts.com\/visa\/2024\/visa-says-10-billion-tokenized-payments-are-just-the-beginning\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Visa Says 10 Billion Tokenized Payments Are Just the Beginning | PYMNTS.com\" \/>\n<meta property=\"og:description\" content=\"The modern consumer more and more demands convenience and seamlessness across their daily lives. 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