We are becoming an impatient nation. Online retailers are keenly aware of that and looking to reduce the number of times you need to click to buy.
Some are taking it to the extreme like Amazon going for a zero-click buying: Amazon sending you things that they believe you will want. If you like it, keep it and your card is charged. If you don’t want it, send it back in the box free of charge.
Most people are not there yet. But one thing is for sure: E-commerce is getting the upper hand, at least in the US.
Online shopping outmuscles traditional retail
CNBC reported that the total market share of “non-store,” or online U.S. retail sales accounted for 11.813% of the total, higher than general merchandise sales at 11.807%, for the first time in history, according to a report from the Commerce Department this week.
Three- clicks and done
According to a recent Business Insider (BI) account, shoppers want to find what they need in just three clicks, quoting a Salesforce report.
It said the majority of global consumers (52%) expect to be able to find what they need from a company in three clicks or less. Falling short of that could mean missed sales opportunities for e-tailers.
In this graph, Smashing magazine outlines how many click-to-purchase steps the top 100 e-commerce retailers have.
Tailored engagement and using segmentation and individual data to choose what's presented to consumers based on what they may want, allows for faster buying decisions.
“AI is a key tool for introducing this kind of personalization, and consumers are interested in companies using it,” said BI. “The use of AI appeals to most consumers, with 62% open to the use of AI to improve their experience.”
What happens after you click and buy?
Forbes said that most of us are buying online and picking up items in a retail store, quoting a new study of 2,000 American adults.
“68% of consumers "click and collect," Forbes said, but 85% of those buy something additional when they arrive at the store to pick up their online purchase,” said Forbes
“e-commerce and good old-fashioned brick-and-mortar commerce can coexist.”