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1-click shopping, patented by Amazon in 1999, was a real revolution. Instead of having to fill in the information about the destination shipping address and the user's payment method from scratch with every purchase, it was enough for the e-shopper to use the data previously entered by the customer, i.e. address and credit card number, to finalise the purchase. This quickly and effectively shortened the path and reduced customer effort and increased the level of conversion. 20 years later, there are now many ways to "reduce the friction" between getting the user interested and finalising the transaction.
Example: 1-click shopping by Amazon
At various stages of the entire customer journey, we have a number of opportunities to shorten the purchase path to a minimum - taking advantage of all the opportunities that arise and increasing sales opportunities. New solutions make it possible to sell products both at the stage of arousing interest, e.g. by using the possibility to sell products in the every advertising creations or on social media platforms, at the stage of selecting and searching for products in search engines or price comparison sites, and to facilitate closing the transaction with a convenient and quick payment.
"Catching the customer" at the earliest possible stage of the purchase journey, attracting their attention, getting them interested in the product allows you to stay ahead of the competition and close the transaction as quickly as possible. There are a number of different technological solutions available on the market for selling goods directly in advertising creations or content, often without the need to go to an online shop or mobile application at all.
Examples:
Shoppable ads
Shoppable media/content (e.g. www, email)
Native advertising
Consumers are spending more and more time on social media which, among other things, inspire them to buy products. Hence, social media platforms have introduced the possibility of not only presenting but also selling goods directly on their own websites without the need to switch to external websites or mobile applications (e.g. thanks to web browsers integrated into their own mobile applications, direct integration of SM with ecommerce and payment system providers such as Shopify).
Examples:
Instagram Shopping/Checkout (graphics, video, live shopping)
Pinterest shoppable pins (graphics)
Snap shopping (Snaps and try before you buy via Augmented Reality)
Stories (Snap, Instagram)
Twitter shops (for the time being without direct integration with payments)
Example of a shop on Instagram (Meta)
Interactive media are not just static text and graphics. Increasingly, it is also video content, streaming or live streaming. Both social media platforms distributing user-generated video content and professional video streaming broadcasters, TV stations present in digital channels, manufacturers of TV sets, consoles or TV sticks make it possible to sell products directly in videos available on demand as well as live (live streaming, TV shopping).
Examples:
YouTube
TikTok
Twitch
TV broadcasters available on digital channels
Connected TV/Addressable TV
Example of a shop on YouTube (Alphabet)
Increasingly, consumers are looking for products not only in horizontal search engines, but also on shopping platforms that guarantee fast delivery as part of subscriptions, i.e. marketplaces. Hence, it is becoming important to promote products wherever customers are looking for them - in search engines, marketplaces, price comparison sites or solutions providing instant delivery (q-commerce applications).
Examples:
Google Shopping ads (including information on product availability, distance from the shop, etc.)
Allego Ads
Amazon Ads
Ceneo
Skapiec
Domodi.pl/Allani.pl
Instacart Ads
Example of Google Shopping Ads directly in Google search results (Alphabet)
Seamless selling also means a convenient form-filling and basket-closing process that minimises the number of necessary steps, completes and verifies form fields for the consumer and, of course, fast payments. Various payment solutions allow to increase conversions as soon as the customer puts the products in the basket.
Examples:
Pay by link
Contactless payments
Masterpass
Apple, Google pay
BLIK
Other examples of shortening paths:
Voice assistants/voice shopping - filling the shopping basket with products and purchasing via voice (voice assistants provided by marketplace platforms, i.e. Amazon, Alibaba), booking services, i.e. hairdresser, restaurant via automated voice assistants (Google Duplex).
The use of QR codes, image recognition/Visual Search to instantly identify products and add them to the basket, or process payments.
Virtual try on - "trying on" products via digital solutions i.e. mobile app, smart mirror.
Conversational commerce/Messaging shopping - selling directly in messengers i.e. WhatsApp, WeChat, FB Messenger, Slack etc. where the identity of the customer is immediately known, so there is no need to install additional applications. Some of the platforms also have a built-in payment system (sales can also be made via chatbots).
Shoppable Recipes - purchase and delivery of all ingredients for dishes found on TikTok via Instacart's quick delivery platform.
Purchasing products from Frisco.pl from a Samsung fridge connected to the internet and equipped with a touch screen (IoT)
Unfortunately, not all of the above-mentioned options are currently available in Poland, some of them are in the process of being tested in other markets or concern platforms, which operate outside of Poland. The use of solutions shortening path to purchase should be preceded by an analysis of consumers' needs and modes of action within the framework of various, specific online solutions operating in a given market, an analysis of the possibilities and level of integration with the current digital solutions and verification of the level of convenience of using them by customers. The use of different types of intermediary platforms, as part of shortening customer paths, requires decisions on the ownership or accessibility of our users' data left with intermediaries. Before using external solutions, it is also worth ensuring that shopping paths are as shortened and optimised as possible, and that abandoned baskets are prevented on all our own online properties.
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