Having instant purchasing capabilities on your website as a publisher is important for several reasons:

1. Improved User Experience

• Convenience: Instant purchasing eliminates friction in the buying process. Visitors don't have to leave your site, sign in to third-party platforms or wait for confirmation emails. Anything that delays the purchasing process (e.g. redirecting to a third-party payment processor) increases the likelihood of cart abandonment.
• Time-saving: The faster a customer can make a purchase, the less likely they are to abandon their cart or become disengaged 

2. Customer Trust and Loyalty

• Professionalism: Offering instant purchasing capabilities adds to the credibility and professionalism of your website. It shows customers that you're a capable and reliable vendor, making it easier for them to support your initiatives
• Customer Satisfaction: Immediate access to purchased products (like downloads or subscriptions) after a transaction is a key element of customer satisfaction. It leads to positive customer experiences and repeat business.

3. Control Over Sales Data

• More Insight: When you handle purchases directly on your website, you have access to important analytics(e.g. customer behavior, purchasing trends, and payment information) that third-party platforms might not fully provide.
• No Middleman Fees: Without relying on external platforms like Amazon, you can avoid commission fees, keeping a larger share of the revenue.

4. Increased Marketing Opportunities

• Cross-Selling and Upselling: You can strategically place related items, offer discounts, or bundle products on the checkout page, leading to an increase in value of each purchase.
• Retargeting and Customisation: Instant purchasing allows the tracking of user behavior, enabling you to offer personalised experiences, targeted ads, and follow-up emails to increase sales.

5. Immediate Fulfilment

• Instant Access: If you're selling digital products (e.g. eBooks), incorporating instant purchasing allows customers the opportunity to instantly download or access the product. This directly affects user experience, making it crucial for digital publishers.

Offering instant purchasing capabilities improves your website’s overall effectiveness by boosting conversion rates, increasing customer satisfaction, and providing a smoother, more professional buying experience. This leads to higher revenue and greater long-term success as a publisher.