Digital Retail Apps today announced the availability of its SelfPay mobile shopper app with Apple Pay integration. The company will demonstrate Apple Pay in-app integration with SelfPay at the 2014 Money20/20Conference, Nov. 2-6, in Las Vegas. Apple Pay integration allows merchants to accept Apple Pay in-store and in-app through SelfPay, without the need for any NFC-enabled physical payment hardware at the checkout to support it. With this integration, Apple Pay joins previous support for credit card, debit card and PayPal payments through the SelfPay app.

"SelfPay's goal is to provide shoppers and merchants with a completely seamless and flexible shopping and paying experience," said Wendy MacKinnon Keith, the company's CEO and founder. "Mobile payments save time and are very convenient, but the larger amount of time wasted in store is what comes before; waiting in line to pay. SelfPay and Apple Pay together are not just fast payments, they're fast payments without the wait that comes before. That wait to pay is completely unnecessary in today's world."

SelfPay is an iOS and Android mobile app that enables shoppers to scan items at supported retail locations, view item details and pricing and pay for the item directly on their own mobile device. With full POS and payments integration, SelfPay allows shoppers to completely skip the checkout line, the company said. Positioned as a mobile wallet aggregator, SelfPay works with multiple POS systems, payment methods and merchant payment processors.

SelfPay receipts can be scanned by the patented companion associate app to confirm the transaction was successful as the shopper leaves the store.