While the use of Apple Pay in mobile apps isn't a new concept, most retailers, especially in the SMB and mid-market world haven't taken advantage of its conversion advantages.
For consumers, consider the difference between having to manually enter their credit card and billing information during checkout on a 5-inch screen, versus holding their thumb on a button for a moment. Realistically, it might only save a couple of minutes, but the ease of use has huge implications in the world of mobile payments and abandoned carts.
Apple Pay is still relatively non-existent on mobile web, which is seriously detrimental to the conversion rates for online retailers without an app. When you consider that mobile commerce will make up nearly 50 percent of all e-commerce by 2020, one-touch payments are more important for online retailers than ever before.