Contextual Commerce – What It Is, Where It’S Going And What It Will Drive In Your Digital Commerce Business.

Over the last 20 years we’ve seen the rapid rise of two phenomenons that have changed the way people interact all over the world – the birth of social networks and the rise of e-commerce.  Today, technology is beginning to intertwine these worlds even more as we see them converge into the future of buying – contextual commerce.

I see a table, gadget or holiday on Pinterest, I click and buy it, without leaving Pinterest. I’m organising a meet up with friends on Messenger, I order my uber directly in Messenger.  Creating seamless buying experiences by connecting sellers/services with buyers on the platforms they’re using isn’t coming, it’s already here. But what does this mean for traditional e-commerce retailers, and what do they need to do to adapt?