With Facebook, Twitter, Pinterest and Instagram all adding “buy” buttons to their mobile apps, and Amazon allowing users to sign up using their Twitter account, the world’s of social and mobile retail look set to shake up the whole commerce space.
So suggests research from Juniper Research, which has revealed that global eRetail sales are expected to reach $1.7 trillion this year, up by more than 17% on 2014’s total, buoyed by these new ways to instantly reach consumers where consumers are.
While the study argues that recent m-retail and e-commerce growth has been enhanced by factors such as public Wi-Fi deployments and 4G rollout, in the medium term sales would receive a strong fillip from the trend of social media companies to act as direct sales platforms.
The new research, Mobile & Online Purchases: Cards, Carrier Billing & Third Party Payment Platforms 2015-2020, observed that players such as Twitter, Facebook, Pinterest and Instagram had already launched ‘buy’ buttons from their mobile apps. It claimed that such players are also likely to enhance their sales prospects through strategic retailer partnerships, with Twitter already enabling users to link their accounts to Amazon.
The research also argued that online retailers were increasingly seeking to reduce time-to-consumer by launching same-day delivery, while ‘bricks and mortar’ stores now widely offered next-day in-store collection – often charging a premium for this option.
However, the research warns that retailers need to deliver a consistency of message, branding and shopping experience across all channels. It argued that integration between in-store and online is also critical if the retailers want to maximise the extent to which that can identify a unique individual’s omnichannel shopping habits.
According to research author Dr Windsor Holden: “The key is to ensure that consumers are allowed to choose their own path to purchase rather than have it effectively mandated by channel limitations.”
