Gartner Research

Digital Commerce Experiences Aim to Turn Shoppers Into Buyers

Published: 11 January 2013

ID: G00245541

Analyst(s): Allen Weiner

Summary

Digital marketers are turning their attention toward commerce experiences with consumers that will lead to immediate purchases.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • The evolution of digital commerce has led to commerce experiences that blend content, conversations or games with the intent of reaching a shopper at the "point of interest" with one or more buying triggers
  • As rich media has become a vital part of any consumer engagement, video has risen in importance for digital commerce experiences
  • The growth in digital commerce will require commerce experiences that are part of a holistic plan that include, strategy, sales, marketing, service, payment mechanisms, logistics and order management

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