Visa Inc. has formally launched its Rightcliq online shopping service.

Charlie Wilson, Visa's head of global e-commerce, said the San Francisco payments company is targeting two consumer segments: the young, technology-savvy early adopters and shopping enthusiasts, or "fashionistas," who both tend to be open to new ways to pay and shop. Visa initially announced the service in July; the formal launch was Monday.

The two segments make up 20% of online shoppers in the U.S. and 26% of U.S. online spending, he said. Visa initially is confining its marketing of Rightcliq to sites where consumers in the two segments often shop, such as whowhatwhere.com and www.dailycandy.com.

"We will focus on building the product around them and have them help us develop a product that serves the broader consumer base," Wilson said in an interview Friday.

Shoppers can use any type of credit and signature debit card with the service, not just Visa-branded cards. Wilson said Visa would consider adding PIN debit payments to the mix if consumers demanded them.

Visa rolled out a similar product, Payclick, in Australia in June. That service targets digital content, and the two services will converge as they grow globally, Wilson said.

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