So here’s the prediction…
eCommerce will no longer be about frequenting a .com and tossing goods into a cart. Your cart will be a part of your web browser, will follow you across the web, and your in-browser eCommerce application will suggest goods to you based on your browsing habits, preferences and friends.
As far as the technology goes, we’re getting there:
- Applications are becoming seamlessly integrated within browsers – Remember The Milk for Gmail, Google Reader
- Social networks are decentralising – Social Graph, DiSo
- Browsers are just starting to share metadata across social networks – Weave
Why eCommerce? Online retailers and consumers need it for the same reason – we’re living in an experience economy. Online sales are slowing and in-store experiences are becoming richer. Online sales will bounce back by becoming more enjoyable and more efficient, with enjoyment resulting from consumers being served the best products for them at the best stage of their own buyer’s journey, based on their needs, social influences and mindset at that exact time.