Visa Adds New Way to Share Customer Shopping Data With Retailers

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

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 ...