Visa Click to Pay Reaches 5 Million Cards in Colombia

Visa said the tool can lift authorization rates by an average of 10 percentage points, while its security architecture can reduce digital-card fraud by as much as 91% versus traditional card-data entry. In a market where more than 93% of in-person transactions are already contactless, according to Visa data for June, the company is trying to extend that habit into e-commerce.

Carlos Tovar, Visa’s vice president of product and innovation for the Andean region, called the 5 million-card mark an important milestone in the evolution of digital payments in Colombia. The company is also layering in Visa Payment Passkey, which uses biometrics such as facial recognition or fingerprints to confirm identity and reduce reliance on passwords or one-time codes.

For investors, the broader story is that Visa is pushing deeper into authentication and checkout services that can reinforce network usage and merchant adoption even as payments competition intensifies. Stronger approval rates and lower fraud are the kind of operating improvements that can support card usage and transaction growth over time.

Visa shares have been volatile but remain near the upper end of their recent range, with the stock last trading at $407.85, well above its 200-day moving average of about $339. The next catalyst is whether similar adoption gains show up across other markets and into Visa’s broader transaction and services metrics.