Internet domain registrar and web hosting company GoDaddy has introduced the use of Apple Pay on its Online Store platform for sellers, along with other enhancements, in a bid to provide the merchants with increased mobile sales.

The introduction of Apple Pay enables shoppers to complete purchases from their iPhones without having to type any credit card information. GoDddy is providing Apple Pay to all online store merchants who enable credit card payments through Stripe.

“More and more online commerce in the U.S. now happens on mobile devices, and Apple Pay is a rapidly growing portion of those purchases,” said Cristina Cordova, head of business development at Stripe. “Weve already seen other major platforms significantly increase their conversion rates by enabling Apple Pay, and were excited to extend this to GoDaddy users around the world.”

As of July 2016, GoDaddy reports 60 per cent of its traffic on websites and online stores as coming from mobile devices. Furthermore, since first rolling out Apple Pay to customers in October, merchants are said to have experienced nearly 78 per cent increase in online checkout conversion rates.

In addition to Apple Pay, the Arizona-based company has also introduced a smart mobile checkout – to minimise time taken for purchases, abandoned shopping cart recovery – automatically sending emails to shoppers with link to return to purchase instead, and upgraded email marketing integration.

Greg Goldfarb, VP of commerce and email marketing at GoDaddy said: “Mobile shopping is driving e-commerce activity.  Simplifying the consumer purchase experience with things like Apple Pay is a big advantage for small businesses. Weve removed friction for buyers so they can just tap to pay.”