Hollister released the Share2Pay app for teens

The Share2Pay feature is currently only available to shoppers in the U.S. and U.K.

American brand Hollister announced the launch of Share2Pay function in its mobile app. Shoppers can now share their shopping carts with parents, who can literally pay in one click.

According to the company's press office, the feature is designed for teenage shoppers, who often abandon their baskets when they are unable to pay for their purchases. Hollister said that with the launch of the feature, the number of abandonments has been cut in half.

In line with the brand's commitment to supporting its teen customers, this first-of-its-kind solution in the retail industry aims to bridge the gap between how teenagers shop and how their parents, for example, pay, the company said.

The Share2Pay feature is currently only available to shoppers in the U.S. and U.K.

"Hollister has been at the forefront of creating seamless shopping for our teen customers and we're excited to officially add a new payment functionality to our suite of tools. By listening to our customers and understanding the dynamic between the purchaser and wearer, we discovered a way to reduce friction," said Samir Desai, A&F Co. Chief Digital and Technology Officer.

Hollister earlier reported fiscal second quarter sales. Revenue was down 15% while Abercrombie & Fitch, the company which owns the brand, posted sales growth of 15%. Against the background of disappointing results Hollister continues to fight for the competitive youth market and come up with new service concepts.

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