Don't waste your tears on the death of the purchase journey
The gap between inspiration and purchase is fast closing shut. It's time for retailers to respond with a holistic approach.
The purchase journey as we know it is fast disappearing, thanks to the rise and rise of ecommerce. But brands, don’t waste your tears. Opportunity lies not in mourning its loss but in adapting to what’s driving it – in particular, by connecting not just digital but all commerce moments.
Shopping habits have changed radically, with digital commerce reducing traditional friction along the path to purchase by enabling – and then fuelling our ever-increasing expectations of – seamless, convenient and ubiquitous shopping opportunities.
By last year, 35% of US consumers considered themselves to be, for the most part, "impulse shoppers", instantly gratified anywhere and everywhere by friction-free, one-click purchases. For this, we have Amazon to thank, for patenting its 1-Click purchase button in 1999, triggering retailers and payment platforms to follow suit in shortening and simplifying the distance between inspiration and purchase over the 22 years since.
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