has added Apple Pay functionality to its Gift Finder app as part of its ongoing drive to be “mobile-led and mobile first”.

The online marketplace now plans to roll out the new payment option across its ecommerce website in September.

Notonthehighstreet’s chief information officer Hugh Fahy, who joined the etail marketplace from Net-a-Porter in February, told Retail Week that the partnership was “a win-win” for the business and its customers, allowing mobile shoppers to make one-click purchases securely.

“Security and ease are always key considerations for us and Apple Pay cracks both of those,” said Fahy.

“From our perspective it’s great because it increases the chances a customer will actually buy, and from a customer’s perspective it’s easier to buy and also much more secure.”

When asked whether the introduction of Apple Pay had boosted mobile sales, Fahy said it was “very early doors to say what the performance is, but things are very, very promising so far.”

“Security and ease are always key considerations for us and Apple Pay cracks both of those”

Hugh Fahy, Notonthehighstreet

Notontthehighstreet, which posted full-year sales of £155m in December, first partnered with Apple last November and was the first UK business to launch a retail app on Apple TV.

The etailer quietly introduced Apple Pay to its smartphone app last month as part of its technology strategy, which Fahy said would be a “particular area of focus” for the business in the year ahead.

Half of the etailer’s sales already come from a mobile device and Fahy said m-commerce forms a core part of its long-term growth plan as it seeks “to be mobile-led and mobile first”.

Fahy also hinted that social commerce would play a significant role in Notonthehighstreet’s technology strategy, adding: “Data will drive everything we do and our two big focuses are on mobile and social. 

“Mobile is what we’re focusing on first and social will be next.”