Walmart-owned e-commerce firm Flipkart announced the launch of Visa Safe Click (VSC), powered by Visa, that will enable the e-commerce platform to deploy India’s first in-app device-based network authentication solution. VSC will eliminate the need for (OTP) for transactions up to Rs. 2000, while also ensuring a completely secure payment experience, a statement said.

Flipkart hopes to reduce the steps in the payment system and help consumers complete their purchase journey with ease, primarily in regions where internet connectivity and e-literacy are scarce.

“OTP-based authentication is one of the biggest points of friction in online card transactions, wherein we have observed significant customer drop-offs,” said Ranjith Boyanapalli, Head, Fintech and Payments Group at Flipkart.

“VSC is the outcome of one such effort and completely replaces OTP with a background authentication, removing the need for any additional customer action. Through this initiative, we hope more consumers can make small-ticket purchases more easily and complete their purchase journey in a click,” Ranjith Boyanapalli noted.