Signed, Sent, Delivered
The xumm platform allows developers and app users to "meet up". While users can simply use the xumm application to track their accounts, balances and transactions, the true power of xumm is the platform available for developers and app users.
XRP transactions are usually user initiated: open your wallet, enter the destination, amount, etc. and then you submit your transaction. In retail / e-commerce (and many other) scenarios, by "reversing" this process, the payment flow will become less prone to mistakes and much more user friendly.