Programmatic e-commerce is the new approach to digital purchasing based on the idea that through IoT, connected devices can initiate and solve purchasing processes
It turns out that the multiplication of digital points of contact and the speed of technological change can be a real headache for an e-commerce. It is necessary to constantly analyze, test, and introduce innovations in digital businesses to continue offering a satisfactory shopping experience to customers.
This almost constant arrival of new digital channels is also an opportunity for e-commerce to explore and develop new shopping experiences for users. By interpreting the appropriate signals (mainly from the users), applying experimentation systematically, and using the appropriate technology, it is possible to take advantage of the digital world. There are four possible scenarios that an e-commerce must consider to create new shopping experiences and differentiate itself from the competition.
Users use social networks as an inspiration to buy, to recommend purchases to others, and even to ask for an opinion from the community. This had positioned social commerce more as a channel of promotion to take buyers to the web than as a real sales channel, but Instagram changed the rules of the game and everything indicates that it could become a real marketplace and compete with Amazon. Social commerce has been the promise that failed to materialize. In the near future, the trend of transformation of social networks into marketplaces could create new key points of sale for brands.
Voice commerce is no longer a trend and many e-commerces are now ready to receive orders from their customers through voice assistants (Alexa, Google Assistant, Cortana …) or voice devices (Alexa, Google Home, Echo, etc.).
An interesting study by Capgemini (Conversational Commerce: Why Consumers Are Embracing Voice Assistants in Their Lives) shows that buyers are very comfortable with the use of voice for their purchases. The report reveals that 71% are satisfied and 52% cite convenience as the main reason they use voice aids.
E-commerce must make their online stores voice-ready and able to receive requests by voice command (queries, purchases, order tracking, etc.) as soon as possible. At that point, we must create a “voice response scenario,” where the e-commerce builds its own audible voice that can interact and assist its customers through channels such as chats, assistants, or home devices.
Programmatic e-commerce is the new approach to digital purchasing based on the idea that through IoT, connected devices can initiate and solve purchasing processes. Various studies show that users are willing to use and increasingly trust fully automated systems, although the idea that a refrigerator can, for example, autonomously decide to buy the week’s groceries may still seem far off. However, there are many retailers and companies in the FMCG sector (fast movement consumer goods) interested in exploring the possibility of creating new shopping experiences.
Amazon has already taken steps in this direction with its Amazon Key service, which allows a purchase process to be fully automated until final delivery and granting the delivery person access to our homes so they can leave the purchase.
Marketplaces and platform commerce
The vision of the most advanced and mature e-commerce in the marketplace is changing drastically. The marketplace began as an alternative for those who could not afford their own e-commerce infrastructure and has become a part of brands’ omnichannel.
It is becoming commonplace to see the brands owned by the Inditex giant in marketplaces to boost its global expansion (Pull & Bear in Asos, for example), hotel chains with presence within Booking.com to gain market, or a collection of shoes created especially for Zalando.
The marketplaces, with Amazon and Alibaba at the helm, must urgently be incorporated into the omnichannel strategy of the e-commerces. They are a key factor to offer a concrete experience to users, those who, above all, seek price and convenience.