The trend is clear: Shoppers are increasingly moving online. In 2021, consumers spent US$870.78 billion with US businesses online, marking a 14.2% increase from 2020. But what if your business doesn't have a website? For example, you might just be starting out and don't have the funds to build a website yet, or your business may be brick and mortar. Fortunately, there are several innovative methods, such as payment links, that make it fast, easy and secure to accept online payments without a website.

We'll cover what payment links are, how to use them most effectively and the benefits of not having a website.

What’s in this article?

• Payment links
  
  • What are payment links?
    
  • Stripe Payment Links
    
  • How to use payment links
    
  • Tips for using payment links
    
• Payment links and social media
  
• Using payment links on Instagram
  
• Digital marketplaces
  
• Benefits of not having a website as a business
  

Payment links

Payment links are the most versatile way for businesses to accept online payments without a website. You also don't need to work with a third-party platform or marketplace to use payment links.

What are payment links?

Payment links allow businesses to create a payment page and share the link directly with customers, who can then click the link and complete a purchase without visiting a website. Payment pages display the product or service with a description and list the various payment methods available to customers.

Stripe Payment Links

Stripe Payment Links require no coding and can be shared an unlimited number of times on any channel, including email, social media and text messaging. They're an agile, all-purpose tool on their own, or they can be used as part of a larger, integrated payment processing strategy.

How to use payment links

Stripe Payment Links are only available to businesses with a Stripe account, so if you're not already signed up, you'll want to do that first. Stripe users can create payment links directly from the Dashboard.

After creating a payment link in just a few clicks, you will see the Details page appear automatically. Now you're ready to start sharing the link anywhere and everywhere.

Tips for using payment links

Payment links have many uses and can even replace an e-commerce website for many basic functions relating to sales and payments. They're also especially effective for marketing and driving sales:

• Targeting distinct audience segments
  Payment links give you the ability to create multiple custom pages for the same product, perfect for emphasising distinct value props for different segments of your customer audience.

• Testing out different messaging directions
  Wonder which marketing copy, product names and descriptions will best resonate with your customers and increase conversions? Payment links are a streamlined way to test out different messaging strategies to see which ones hit the mark.

• SMS marketing
  Drop a link directly into a text message to your customers, allowing them to take action without navigating a long checkout flow or clicking through to a website. Fewer steps means fewer opportunities for customer drop-off.

• Generating urgency around product drops
  Nothing says "run, don't walk" like a direct link that bypasses the website and facilitates immediate ordering. This is a particularly good option for limited-edition releases, in-demand items that typically sell out quickly and time-constrained offers.

• Making the most of sales and seasonal discounts
  Custom payment links are a great way to add a little extra power to campaigns and sales. Because payment links are so low-lift to create and mobilise, it's easy to include them throughout the year.

• Fundraising and collecting donations
  It's always beneficial to give people a way to take action and complete a transaction with a minimal number of steps. Payment links offer a fundamentally streamlined customer experience, which proves especially valuable in situations like fundraising and donation collection – where any amount of friction might undermine conversion.

Payment links and social media

In 2021, retail e-commerce sales racked up roughly US$4.9 trillion worldwide, so it's no surprise that every company with a platform wants to get in on the action. For businesses, this means more ways to sell to customers – even without relying on a corporate website.

Among social media, Instagram is the pack leader when it comes to e-commerce. According to a 2020 Instagram trends research study, 44% of users surveyed said they use Instagram to shop on a weekly basis. Instagram allows businesses to develop their audience, operate scalable marketing campaigns, retarget customers and process transactions right in the app. Since Instagram is one of the most popular channels brands use to reach and convert customers, it only makes sense that the company offers in-app sales.

Using payment links on Instagram

Instagram's Shop feature is not the only way businesses can use it and other social media platforms to conduct sales – they're also perfect for socialising payment links. Dropping links in profile bios, Instagram Stories and direct messages allows businesses to drive sales without setting up shop to conduct them directly on the social media platform itself (or their own website).