Mobile payment company Wipit, Inc. announced it has launched its new web payment service. This complements its existing mobile in-app payment service, the company said.

Wipit's web payment offering lets e-commerce websites (including mobile web and WAP websites) accept prepaid cash payments and reach the more than 60 million unbanked and underbanked consumers in the U.S.

"There is an incredible opportunity for merchants to engage this massive consumer market that wants to buy online, but prefers to pay with cash, and who have been largely underserved until now," said Richard Kang, CEO of Wipit, Inc.

Wipit specializes in servicing what it calls the "cash-preferred" market, those who either cannot or do not have a bank or credit card account. With the new web payment service, the cash-preferred simply load a prepaid cash account by visiting over 10,000 nationwide reload locations and then click the "Pay with Wipit" button in apps or on websites to authorize payments using the preloaded funds.

The benefit for e-commerce merchants, besides reaching an untapped market, is they receive instant confirmation of payment authorization and the availability of good funds.

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