Ecommerce is experiencing a new wave of innovation. While buying products online is now commonplace, the technology supporting e-commerce is evolving to eliminate any remaining friction in the purchase process. This article will examine some of the most exciting developments in e-commerce and how they are changing the retail experience.
- Mobile-First Shopping Takes Hold
The first era of e-commerce took place using desktop computers. The next will take place in the palm of your hand. At the end of 2017 two-thirds of e-commerce transactions were completed on a mobile device. Retailers are responding by partnering with social media platforms such as Facebook and Instagram to drive sales. Consumers can now enjoy the entire retail experience on a smartphone and innovations such as fingerprint authentication remove even more friction from the purchase process.
- The Growing Prevalence of Voice Search
Another innovation that is removing friction from retail is the growth of voice search. Voice search using Alexa, Google Home, or other smart devices allows consumers to make a purchase verbally, sometimes without even seeing the product. Purchases through Amazon or Google can be authenticated using a credit card and shipping address on file. Voice search adds greater convenience for consumers and new challenges for retailers. As one business school professor noted, voice search using Amazon’s Alexa favors the company’s own brands at the expense of competitors. Brands depend on visual marketing to communicate with consumers and as voice search takes off will need to completely rethink their marketing efforts.
- Customers Expect Faster Shipping Times
It used to be that goods were shipped in a week and the customer was entirely satisfied. Amazon changed the game when it gave Prime members free expedited shipping. Now ecommerce sellers are racing to offer faster and faster delivery. Ecommerce sellers can simply go to Stamps.com to print shipping labels with the fastest delivery times USPS has available. Online shoppers have become accustomed to quick shipping and easy returns and retailers that refuse to play will lose sales competitors.
In a few years’ time, shoppers will expect to be able to order a product out loud and have it delivered quickly, safely and securely. The next wave of e-commerce eliminates many of the common frictions and pain points in making a purchase. Companies that do not embrace this trend will be left b
