Social media platforms have become the new marketplace for influencers and merchants to connect with consumers and drive sales, with the potential to generate trillions of dollars in the coming years. Casey Porter, VP of Merchant Sales and Acquiring at Visa’s Global Acceptance Fast Track, highlights the rise of content creators as the new entrepreneurs and emphasises the role of payment facilitators (PayFacs) in facilitating transactions between influencers, platforms, and merchants. PayFacs needs to navigate the complexities of dissecting payment flows to ensure funds reach the consumer, influencer, and merchant. With the increasing popularity of in-app purchases, live shopping, and tipping, PayFacs must adapt to different payment scenarios. Real-time payments and faster payout channels, such as Visa’s real-time funding, are crucial for meeting creators’ expectations and providing a seamless payment experience. The social media-as-commerce potential is still untapped, and PayFacs should capitalise on this emerging market.
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