Z2C-backed universal checkout solution bSecure enters beta

The universal checkout solution aims to help online merchants and digital publishers increase the checkout conversion rate by simplifying the checkout process

Adam Dawood, formerly the managing director of Kaymu by Rocket Internet and the former chief executive of Yayvo by TCS, has unveiled details about his latest venture called bSecure.

A software as a service (SaaS) universal checkout solution, bSecure is a venture of Bee Squared Pte Singapore, the parent company behind Z2C Limited, the second-largest media buying house in Pakistan.

“I have been working on a new universal checkout solution with which we can create the ultimate online shopping experience, seamless and convenient for both customers and startup builders,” said Dawood, the CEO of Be Secure (Pvt) Limited, in an announcement. “Currently, if even 1-2pc of visitors to a website end up buying something we celebrate as less than 1pc of visitors ever make a purchase. We believe we can increase that! On bSecure customers only need to press 3 buttons to complete their order (will go down to 1 click soon).”

Operating in stealth mode since Q1 2020, bSecure is simultaneously looking to reduce the overall risk associated with cash on delivery (COD), which Dawood wrote about on Profit. Dawood says that between 8pc to 15pc of COD orders are rejected at the doorstep, adding that with bSecure, he is bringing in automation along with a risk scoring platform which will give customers more power to make decisions regarding COD orders.

“We wrote the first line of code in the middle of May and started accepting beta customers in late August,” he said. “Our WooCommerce plugin is live and we are currently building plugins for Magento and Shopify, along with iOS and Android SDKs.”

The solutions aim to help merchants avoid the hidden costs associated with COD, thereby helping merchants improve their cash flows. For shoppers, bSecure is a one-click checkout solution that doesn’t take page after page to go through. The SaaS solution collects phone numbers, delivery addresses while offering shoppers a full stack of local and international payment products and services, including COD.

In line with hyperlocal ventures such as Munchies and SuperSauda, bSecure also offers location-based modes of shipment with estimated shipping times and costs, a data point that – when missing – hurts customer retention rates according to SAP. A demo is live and Dawood is open to feedback on how to build a better checkout experience.

Dawood joined Z2C Limited in Q1 2020 to lead eCommerce projects, an area he has been involved in for over eight years. As the chief executive of Yayvo, he grew gross merchandize value revenue to over two billion rupees within three years.

Z2C Limited, which started off as a parent company for Brainchild Communications, Blitz Advertising, Starcrest Communications, and more recently Dial Zero, has gradually shifted away from being a communications holding group to being technology-led, with investments such as bSports, a specialized sports app which combines live streaming with social and data feeds allowing for an enriching sports broadcast. 

As reported by Branding In Asia, Z2C Limited initiated the Pakistan Super League in 2015 and thus has digital broadcasting rights to the professional Twenty20 cricket league. The company is working on securing digital broadcasting rights for the EPL, Champions League, PGA, and European Tour Golf for subscribers of bSports.

Babar Khan Javed
Babar Khan Javed
Babar Khan Javed covers the advertising industry and marketing function in Pakistan for Profit. He can be reached on [email protected] with details about media, creative, and digital briefs, future projects, management changes, client wins or losses, and everything in between.

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