Frictionless payments dominate the customer experience in today’s online commerce space. Consumers seek a quick and seamless transaction without any delays or errors and a failure on the payment page greatly affects their shopping experience.
Most merchants depend on a payment gateway to solve for these transaction-related issues. However, after achieving a certain scale, a single payment gateway cannot sustain the load. Any temporary downtime or glitch in the gateway can lead to several failed payments and subsequent losses.
As your business grows and sales shoot up, it is necessary to work with multiple payment gateways so that the transactions are routed and failures avoided.
Managing multiple payment gateways brings along its own set of complexities. Many merchants consider this to be a costly and cumbersome task. There are operational challenges, additional resource requirements, integration issues, and so on.
The answer is a robust routing solution that efficiently distributes payments between the gateways. Payment routing can effectively reduce both the cost and complexity of transactions, resulting in smooth transactions.
Paytm introduces Super Router, a new-age solution to manage multiple payment gateways, eliminate payment failures and effortlessly handle large transaction volumes.
What is Paytm Super Router
Paytm Super Router is an offering to primarily help businesses enhance their user experience and reduce transaction costs through routing.
It is a SaaS tool that lets merchants integrate multiple payment gateways and acts as a single point of control for transactions, refunds and settlements.
Paytm Super Router offers dynamic transaction routing algorithms as well as static transaction routing (defined by the merchants) to automate decisions and optimise payments.
It allows you to divide the traffic between several payment gateways and achieve high success rates, low operational costs and a superior checkout experience.
Paytm Super Router prioritises the payment gateway for different payment options. In case the priority 1 gateway is unresponsive, transactions are automatically directed to the second gateway.
Benefits of Paytm Super Router
Reduce operational costs: Paytm Super Router can be easily integrated with all payment gateways. This allows you to set the payment gateway preferences based on their individual rates and commission. There is also no additional cost to manage or maintain the router.
Even during peak traffic on your payments page, Paytm Super Router ensures that there is no transaction failure by distributing payments based on the gateway performance. In scenarios where one of the payment gateways is down, transactions are directed to the next one to avoid downtimes.
Offer the best checkout experience: Customers can now experience checkouts even faster on your website. The chances of their payment pending or failing is very rare owing to the redirection of transactions between high performing gateways.
Take control of your payments: Paytm Super Router allows you the flexibility to modify your routing strategy from its dashboard. You can make changes within minutes whenever you want to set up new transaction rules.
One-click integration: With Paytm Super Router, you can easily add new payment providers and bank gateways to your system. The integration is super-fast and can be done within 24 hours against the industry average of 4 weeks.
Get in-depth insights: Paytm Super Router’s robust technology leverages billions of transactions across all factors to ensure a 5% increase in uptime.
Types of routing for payment gateways
Paytm Super Router employs innovative routing techniques to particularly emphasize on costs and transactions while allocating priorities to the payment gateways. Here are the different routing methods and their benefits for merchants.
Intelligent routing
Intelligent payment routing refers to connecting with the ideal payment gateway to make sure that the transaction is a success. It ensures that the payment provider to which the transaction is routed is most likely to accept and approve the payment.
Intelligent routing is particularly useful in cases where shoppers are based in a different country.
There is a possibility of a payment being declined because the credit/debit card used by the buyer cannot be connected with the merchant’s acquiring bank. Basically a simpler example within a country
For instance, you have a buyer in the United States who wants to transact with your website in India. When they use the credit card which is issued in The United States, it fails to connect with your website and the transaction does not go through.
Paytm Super Router takes into account factors including the region where the buyer is based, currency used and the card type to efficiently optimize the payment approval. If the payment still fails, the transaction is redirected to another payment gateway.
Intelligent routing can thus help significantly increase the success of international transactions.
Cost-based routing
Cost-based routing is for businesses looking to minimise costs entailed during payments.
Merchants here can control the various payment options shown to their buyers to optimise the processing charges.
Cost-based routing also allows businesses to pick and prioritise their payment gateway to process certain transactions. It is a great enabler in minimising costs and maximising returns without any added effort.
To understand this better, let’s take the example of Paytm Payment Gateway that does not charge a commission fee on UPI payments. Merchants can hence direct the UPI transactions to Paytm Payment Gateway and save on MDR. This prioritization is also useful when different credit and debit cards charge varied rates. A small saving on each transaction can lead to a significant number when looking at cumulative sales.
Cost-based routing can thus help businesses save a notable amount on transactions.
Transaction based routing
Transaction based routing focuses on coordinating between the payment gateways to boost uptime. As mentioned earlier, having multiple gateways is a recommended strategy because it expands the payment coverage for businesses and lets merchants explore the best commercial options.
Additionally, it is extremely risky to rely on a single payment gateway. Technical glitches may be rare but are almost unavoidable. In any case, their impact on sales cannot be ignored.
Different gateways often display higher performance for a given payment mode. Businesses can accordingly set up routing in a way that the combinations result in better success rates.
For instance, a merchant may divide their UPI transaction in the ratio 80:20 between payment gateway (PG) 1 and payment gateway 2. In case PG1 is encountering a sudden failure at a given time, all its traffic is shifted to PG 2 by Paytm Super Router without disturbing the transactions. The earlier ratio is maintained once PG1 is back on track.
Transaction based routing thus helps eliminate payment failures.
Conclusion
Most businesses want to maximise their returns but are unaware of the best ways to do so. Payment routing is the ideal solution and the need of the hour for every growing enterprise to ensure higher success and returns. Paytm Super Router with its developer-friendly integration, smart features and multiple benefits helps you eliminate all the transaction related issues.
Take full control of your payments and increase your revenue & profits with the Paytm Super Router.
