Buzzwords fade, but this one may have staying power.
“Contextual commerce” is the potentially game-changing idea that merchants can seamlessly implement purchase opportunities into everyday activities and natural environments. In other words, people can buy anything, anytime, anywhere, with the click of a button. It’s the concept behind the buy buttons you’ve seen rolling out on platforms like Instagram, Pinterest and Facebook.
We’re increasingly living in contextually relevant world, with a supercomputer in your pocket with a whole bunch of data and signals about the user. E-commerce will be more of an activity that happens anywhere, wherever the user might want it to happen.
Enlisting friend networks in your shopping experience is just one of a number of new contextual commerce strategies disrupting the traditional customermerchant relationship.
