iOS Shopping Section Highlights Apple Pay

Mobile commerce continues to prove popular with consumers and is capturing more of the market than ever before, but a simple tweak to Apple’s App Store could take mobile commerce into the stratosphere.

TechCrunch reported that Apple has added a dedicated Shopping section to its iOS 9 App Store. In addition to a catalog of downloadable apps, customers are also presented with targeted and timely deals from well-known retailers that accept Apple Pay. There is also a more granular section where users can break down offers based on product type, industry and more.

The move marks the first time Apple has created a space in the App Store exclusively devoted to retail practices. Before, most apps now in the new Shopping section were split across other categories like Lifestyle, and to draw customers into the new space, Forbes explained that the first week will feature limited deals to drum up interest at the outset. Some of those promotions include free one-day shipping from Zappos, free gifts from Nordstom and Everlane with a minimum purchase, and 75 percent off beauty and apparel products from Groupon.

If Apple was ever going to add a dedicated Shopping partition to the App Store, Fortune explained that the time is now. Not only do U.S. shoppers get plenty of time ahead of the holidays to familiarize themselves with the new platform, but Chinese consumers also have at least a few days to poke around the deals before Singles’ Day occurs on Nov. 11. If Apple released the update after Singles’ Day, they would miss out on a cut of all Apple Pay sales out of the potential billions being spent on the anti-Valentine’s Day holiday.

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