The online sports graphics retailer Fathead LLC has agreed to implement ModaSolutions Corp.'s eBillme as an option at checkout.
The payment provider's eBillme allows shoppers on the Internet to pay for purchases through their bank's online bill-payment service.
The bank does not need to work with Moda, though the Rye Brook, N.Y., company offers revenue sharing for banks that agree to promote its service.
Participating merchants provide the shopper with the details needed to complete the payment through a bank's site.
Moda is pitching the eBillme service as offering features comparable to what banks have for credit cards, such as fraud protection and cash-back rewards.
"It's an alternative for any shopper who prefers to pay without credit cards," Michael Layne, director of Internet marketing for Fathead, of Livonia, Mich., said in a press release Wednesday.
"Payment options are not 'one size fits all' for shoppers … we want to ensure that every shopper is able to pay the way he or she prefers," he said.
Marwan Forzley, Moda's president and chief executive, said in the release that "eBillme helps retailers like Fathead extend more value to shoppers and stay competitive in these changing economic times."