The purchase of digital goods and services is now part of a multi-faceted omni-channel customer experience.
In this journey, customers expect to be able to use whatever “channel” and whatever technology they prefer to transact, with drastically shortened delivery times.
This is mirrored in the convergence of the digital commerce and physical commerce worlds. Customers now expect to be able to browse, compare and purchase, all online. In fact, according to Forbes, by the time a B2B customer makes first contact – whether via a phone call or walking in to purchase – 80% of the sales journey has already been completed. Customers are taking themselves on this journey, using digital content.
What’s more, digital commerce is only gaining momentum, driving e-commerce even further. Statista predicts e-commerce to DOUBLE within a year, to a value of $1.7-trillion.
What this means for your business
If you are in any area of commerce you need to:
Mix your physical commerce channels with your digital commerce ones, to create an omni-channel customer experience.
Increase your data mining capabilities to more finely hone e-commerce strategies in the era of Big Data and predictive analytics.
Create a seamless digital commerce ecosystem of solutions that serve all touch points, on all devices, in all channels.
As social media platforms continue to dominate the customer’s online experience, these platforms will offer direct sales functionality, effectively allowing businesses to run shops inside their walled gardens.
Any brand that does not offer e-commerce will be hobbled, as customers will simply not be prepared to travel to its real-world stores in the face of competitors offering a true omni-channel experience.