Embedded finance is making click buys easier

With product and financial sellers on the same page, the consumer finds it easy to just click through and buy

Browse, select, click and pay is a common enough sequence. The ease of buying on e-commerce sites has been enabled by the embedded finance. Technology companies are increasingly adding a layer of connection between a banking firm and a consumer-facing organisation. The layer of connectivity embeds a financial transaction interface that allows a consumer to make a payment or purchase without leaving an app or a site. 

The transaction could be a payment for a product or a service. Most importantly, the payment could be for an unrelated product but available on the same site. For example, while buying an electronic