Visa is rolling out new technology that will allow the payments giant to share more information about customers’ preferences [non-paywalled source] based on their shopping history with retailers as it seeks to remain a top player in the competitive e-commerce space. From a report:

The data will be shared via the payments giant’s proprietary “tokens,” which provide an added layer of security between a consumer’s bank information and a merchant. Shopping inclinations and other information based on past transactions – such as preferred categories, like movies or golf – will be shared via token with retailers with the consent of consumers.

“It’s almost entirely blind to almost all consumers,” Visa Chief Executive Officer Ryan McInerney said in an interview of the company’s token technology. “They just know their payments work better.” The sharing of shopping data via token is one of a handful of innovations Visa unveiled at a conference in San Francisco, where it’s based. Visa, one of the largest e-commerce technology companies in the world, is finding itself increasingly fending off competitors seeking larger slices of the fees merchants must pay to carry out consumer transactions.

Abstract credit: https://slashdot.org/story/428471