The mobile wallet pass just got another big boost with Apple users.

Ok, I’ll be the first person to admit to being steadfastly in the Apple camp.  And you probably know that our business is the mobile wallet pass.

Since I switched to Mac ten years ago, I can say for sure that my time with my laptop has been SO much more productive and so much more pleasant that I can’t imagine going to any other OS.

I also have an iPhone and an iPad.  The iPhone is ok, I have to say that the apps integration and sharing with non-native apps is less than stellar when you compare it to Android, but this article isn’t about Apple vs Android, it’s about the mobile wallet pass and how the new integration between Apple Pay and online e-commerce sites is a good thing for online sellers.

The MacOS Sierra update and the iOS 10 update are moving the web – for Apple users – into one big sphere, instead of a mobile vs. a desktop/laptop duality.

What this means for online merchants is that leveraging the mobile wallet pass just got easier, and might just alleviate some of those abandoned shopping cart problems…  which only total about 88% of all shopping carts that are created.

[LISTEN: How Mobile Affects the Shoppers Journey – PODCAST]

It’s not a cure-all, by any means, but if it can help merchants capture another 10% of carts and transform them into sales, that’s a BIG boost in numbers that should go straight to the bottom line.

What is this Apple Pay on the web, how does it affect mobile wallet passes, and what does it mean for online sellers?

To put it simply, Apple users now have an additional way to pay.  And since most online sellers are using third party shopping carts or payment systems like SquareSpace, Shopify, or even Stripe with their own carts or systems, it’s going to have an immediate effect.  Merchants won’t have to do any costly upgrades or tedious integrations, the option to use Apple Pay for their online stores will come directly from their processor.

[READ: 3 Key Tips to Designing a Mobile Wallet Pass Campaign]

Since the mobile wallet pass lives in the Apple Wallet (the card holder mechanism for Apple Pay), anything that generates more use of the Wallet means more recognition by consumers and more face time with Apple Wallet; by extension this means that consumers will be more likely to add cards and passes to their Apple Wallet and adoption rates will increase exponentially.

Online marketplaces are already adding Apple Pay.  From Engadget last week

If you have a Squarespace site that you’re using to sell your wares, your online store can now accept Apple Pay via the iPhone and the upcoming macOS Sierra. Now visitors can buy stuff without digging out their credit card.

Shopify is also allowing its customers to add Apple Pay to their retail sites. The move by both companies not only reduces payment friction from Apple devices, it also adds an additional level of security since each transaction has its own unique token.

This is all good news for everyone involved, in my humble opinion.  If you’re already using a mobile wallet pass for mobile advertising or mobile marketing campaigns, this solidifies your efforts and offers more recognition at the consumers level.

If you’re an online seller in a marketplace, you can rest assured that you’ll do very little other than change a few settings to accept Apple Pay.

Chief takeaway:  Apple Pay on the web isn’t for everyone, but small increments are generally those that go straight to the Profit column on a P&L statement.