Google Checkout is a service that allows users to buy products online from connected merchants from the entire world. Because the search giant is continuously updating the service, more and more users are attracted by the Checkout service, giving the solution a world-class reputation.

The last improvement made in Checkout's functionality is attracting skaters that are now able to make transactions without the need of a validation from Google. Joren Winge, E-commerce Manager, Skates on Haight, posted a message on the Google official blog to announce the new feature and to give more details about the skaters' options.

"Google Checkout helps us reach more skaters -- and convert more of them into customers. It encourages first time buyers to take a chance with e-commerce, and creates a secure, comfortable payment system that gives customers peace of mind when they are buying from an unfamiliar company. For the seller, it takes a lot of the guess work out of identifying fraudulent orders. We used to call every customer to make sure their order was valid. Now, we just process the order, which saves us a lot of time, and the program also puts more money in my pocket with lower transaction fees," Joren Winge said.

"Together, Skates On Haight and Google Checkout have a bright and promising future. It's a very customer- and business-friendly service, and I have found it to be more helpful than other checkout options," he also added.

I must say that I totally agree with Joren Winge because Google Checkout's key to success is based on multiple partnerships and agreements that will increase the popularity of the service and will make it one of the most powerful rivals for the other well-known online shopping solutions.