YNOT – CCBill, a global e-commerce solutions provider, has launched a new tool the company calls Web Validate. A spokesperson said the feature is designed to provide merchants with a flexible method to configure and tailor their offerings to consumers on a regional and local level.

“The new Web Validate feature allows merchants to set up rule sets based on country, card type and card sub-type, and then trigger manual validation for the associated transactions,” said Jason Kirk, brand manager for CCBill. “This lets merchants tailor their offerings based on consumer preferences, economic norms, or regulations for any given region.”

For example, Kirk said, U.K. regulations require age verification when consumers use a debit card to purchase adult materials online. Rather than restrict the types of purchases U.K. consumers can make — or worse, eschew all transactions from the country — Web Validate provides merchants with a sales path for U.K. debit card transactions.

“While the U.K. regulation illustrates how our new feature can be used, it is just one example,” said Gary Jackson, managing vice president of sales and internet markets. “The great thing here is the flexibility Web Validate is able to provide. If merchants want to not offer a payment type that just isn’t used by local consumers, they can. If merchants want to limit the use of gift cards across the board, they can. It really does let merchants configure their business to consumers locally while operating on a global basis.”

Founded in 1998, CCBill offers a complete e-commerce platform that not only supports a variety of payment options, but also provides customer support, affiliate payouts and tools, and a host of account-management options. The company boasts a client roster of 30,000 websites worldwide.

For more information, visit CCBill.com.