In the press release about the new payment option, Bittylicious director Marc Warne explained the company’s motivation.
Bittylicious is designed to make the Bitcoin buying process as simple as possible, so we are thrilled to allow users to purchase simply by registering and entering their credit card details. Within just a few minutes, users can be in possession of their own Bitcoins.”
There are some limitations on the service: Payments must be made in euros (although British pounds can be used with a conversion fee), cards must use the “3D secure” authentication feature, and initial purchases from unverified users are limited to €240. Direct payments in British pounds are expected soon.
Bittylicious launched in June of 2013, and has rapidly grown in popularity in the U.K. Although it lacks many of the features of full bitcoin exchanges, the company’s focus on providing a reliable, secure place to purchase small amounts of bitcoin has helped it establish a niche in the still-growing British bitcoin community.