The convenience of one-click checkout has been a major draw for online shoppers, and research from Cornell University has found that it leads to increased website visits, a broader range of merchandise purchased, and an average of 28.5 percent more spending than before.

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Murat Unal, a former Cornell professor and current economist at Amazon.com, explained in an article for the Cornell Chronicle that “one-click takes so much pain away from the shopping experience, we see consumers willing to spend more time on the site and search for more items.”

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Amazon held the “1-Click” patent from 1999 until 2017, when it was licensed to Apple just before the launch of iTunes. Kartik Hosanagar, a Wharton marketing professor, described one-click as a “huge asset” for Amazon and “a very important event in the history of e-commerce” in a Knowledge at Wharton podcast. He noted that it was “a very simple and intuitive system” that “showed how e-commerce was as much about technology and data as it was about retail.”

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Paypal, Apple, and Shopify have all introduced one-click offerings, but the technology hasn’t gained as much traction as some predicted after the patent’s expiration. Startups such as Fast and Bolt have faced turbulence, with Fast shutting down last year and Bolt undergoing layoffs earlier this year.

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Joseph Yang, a partner at PatentEsque Law Group, believes Amazon still has a competitive advantage due to its long ownership of the patent. He told Business Insider last year, “You start to build up these huge databases of information, and you start keeping records of past purchases, and a lot of the value in your business is actually in the data.”

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Sources: https://retailwire.com/discussion/why-hasnt-one-click-checkout-gained-much-traction-beyond-amazon/