I meant something like this:
Like a service that holds a wallet of bitcoin, allowing people to purchase bitcoins to immediately buy an item on the internet (this would be a service performed by the company itself). The trick is the customers wouldn't have to hold bitcoin, all they do is deposit money and order their stuff through the website. They would offer a variety of ways to deposit money, the difference is people wouldn't have to deal with the merchant selling the item or the inherent risks of bitcoin. The company itself wouldn't have to pay many fees because of the fact they work with bitcoin.
Merchants accepting payments in bitcoin from this company would have eliminated the need to subscribe to payment processors themselves. They can funnel the bitcoins through some exchange or some other service (like coinbase or bitpay with instant payout) the moment it hits their wallet. Truly frictionless buying/selling for both customers and merchants. The need for merchants to get payment processors like visa or mastercard would be eliminated. Ease of buying for the customer (not having to deal with different payment processors, fees or making several accounts on every website you buy something) and ease of selling for the merchants. The customer wouldn't even have to know they just dealt with bitcoin.
I know we have services already like bitsumo and bitspend (well we used to anyway), but they don't factor in the company selling the items. This would also eliminate paypal and their fee scheme, both for customers (exchange rate fees and transferring money fees) and merchants.
Two problems I see. In the first paragraph, you have destroyed a lot of the value of bitcoin. If you trust another service with your money, you may as well have filthy fiat. In the second paragraph, filtering to exchanges is not good for the Bitcoin economy. Better to keep it circulating (though this is not a good argument against implementing such a scheme).
I was thinking more of a service that would act as a payment processor for merchants, handling the billing functions and the (slightly complicated) attaching of payments to purchases and the multiple public keys required to do so reliably then funneling the payment into the merchants wallet (with optional escrow).
