BlueSnap Expands API Library, Adds Bank Transfers and Coupons

The global e-commerce payment gateway provider BlueSnap has developed new application programming interfaces (APIs) to help merchants increase sales as the holiday shopping season nears.

"One of the things we're trying to do is build a deeper API library with more functionality than the traditional payment gateway," said Ralph Dangelmaier, BlueSnap's chief executive.

The company's new Coupon API allows merchants to create their own coupon library that can be managed through the BlueSnap SnapConsole. Through this API, merchants can offer percentages off a total order or a specific product, seasonal or holiday promotions and daily deals.

During this holiday season, 73% of consumers said their purchases will be influenced by promotions and coupons, according to Deloitte's Annual Holiday Survey. 

BlueSnap has also developed a Bank Transfer API, which allows consumers to pay for items through automated clearing house (ACH) transfers from a bank account. The bank transfer capability could also be helpful for consumers from countries, such as India and Germany, where credit cards are less commonly used.

Both APIs were built because of customer demand, said Dangelmaier. BlueSnap's merchant clients had been asking for a couponing system before the holidays and many are trying to bring down their costs by pushing consumers to lower cost payment rails, such as ACH over credit cards.

Earlier this month, BlueSnap launched ChargeLink, which allows merchants to email a pre-filled payment form to customers while taking orders over the phone. This provides an alternative to asking shoppers to speak their payment details aloud and helps merchants close sales.

BlueSnap supports merchants and consumers in 180 countries with 110 payment types, 60 currencies and 29 languages.