Shopify, eCommerce Platform Luxlock Team on Token-Gated Shopping

Online retail platform Luxlock will offer new shopping options on Shopify through a partnership with Web3 open source software development company Smart Token Labs, a press release says.

This was done via a custom application for Luxlock, which will leverage Smart Token Labs’ Brand Connector to offer token-gated shopping experiences, reach new customers based on digital asset holdings, and reward NFT holders with exclusive products.

Luxlock reportedly has 37 partner stores on Shopify and believes NFTs can “be an integral part of connecting brands and consumers to more intimate and exclusive experiences, with token-gated experiences that can increase exposure and awareness to an emerging consumer group.”

In addition, the Luxlock OneWorld Commerce experience can work with digital, physical and metaverse lives to make it easier for brands to add Web3 apps.

“It’s a natural alignment for Luxlock to partner with Smart Token Labs in our continued commitment to support brands’ personalization and initiatives by curating unlockable shopping experiences for high-impact engagement,” said Casey Golden, CEO of Luxlock. “Fashion provides the largest opportunities to scale transactional and experiential utilities through web3 applications.”

Shopify has made headlines recently as it tried to persuade merchants using Amazon’s Buy with Prime service to drop the Amazon addition, PYMNTS wrote.

Read more: Shopify Pressures Merchants to Ditch Buy With Prime

Shopify said the Buy with Prime service would not be as well-protected against fraud, which could lead to stolen customer data.

Shopify merchants have been using Buy with Prime since June, which lets websites add an instant button to offer quick purchases through Amazon Prime. Shopify says the code for websites to add Buy with Prime could come with an “unsupported external checkout script” and Shopify wouldn’t be responsible for what happened after that.

An Amazon spokesperson told PYMNTS that the Buy with Prime purchases are protected by Amazon Pay, which is backed by the fraud protection technology used on the eCommerce giant’s main site.

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