BEYOND THE SHOPPING CART

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CAUTIONARY NOTE:

Phillip Jackson (@philwinkle)

- 15 years of ecommerce

- South Florida Magento Meetup

- Moderator on StackExchange

- 4x Magento Certifications

ABOUT ME

BEYOND THE SHOPPING CART: HOW TECHNOLOGY IS

REVOLUTIONIZING ECOMMERCE

THE SHOPPING CART IS DEAD

…OR DYING

• Passive commerce

• Conversational commerce

• Ambient commerce

• On-demand commerce

THE FUTURE OF COMMERCE

A BRIEF HISTORY OF COMPUTING

WE HAVE SPENT THE PAST 35 YEARS OF THE PERSONAL

COMPUTING REVOLUTION WITH REAL-WORLD METAPHORS

FOR NEARLY EVERYTHING THAT WE COME INTO CONTACT WITH

“FOLDERS”

“FILES”

“TRASH CAN”

The Desktop Metaphor

The computer's metaphorical

desktop, with its onscreen

windows and hierarchy of folders,

is the only digital work

environment most users and

designers have ever known.The 1984 Macintosh

WHAT HAPPENED TO THE DESKTOP?

THE DESKTOP, BY DESIGN, IS A MONO

TASKING DEVICE

“…empirical studies show that the traditional desktop design does not provide sufficient support for today's real-life tasks involving collaboration, multitasking, multiple roles, and diverse technologies”

WITHOUT A DESKTOP, OUR OLD COMPUTER METAPHORS BEGIN TO

BREAK DOWN

vs.

THE BIRTH OF THESHOPPING CART

A perfect environment

- World Wide Web

- Secure browsers

- Debit Card Proliferation

THE BIRTH OF THE SHOPPING CART

• “Goldilocks conditions”:

• World Wide Web

• Secure browsers

• Proliferation of debit cards

• NAFTA, U.S. Economic policy

THE BIRTH OF THE SHOPPING CART

2007

SEPTEMBER 19, 2013

THE WAY THE WORLDLOOKS NOW

THE DEATH OF THE SHOPPING CART

• Commerce is on-demand and realtime

• Shopping as a destination

• Shopping AT your destination

• Passive commerce (set it and forget it)

• Impulse buys

THE DEATH OF THE SHOPPING CART

• Single-item transactions

• Downloadables

• Ephemeral products, consumables

THE DEATH OF THE SHOPPING CART

THE FUTURE OF COMMERCE

PASSIVE COMMERCE

“COMMERCE EVERYWHERE”

• Intent Generation – generate intent for items you didn’t know you even wanted. It’s the ultimate top of the funnel generation.

• Intent Harvesting – They allow you to harvest the intent that’s been generated.

PASSIVE COMMERCE

Passive Commerce exists at the space in-between intent generation and intent harvesting. You know you already want the product, but have no immediacy to buy now. Passive Commerce accelerates the step to intent harvesting.

AMBIENT COMMERCE

Whirlpool Corp. will release a washing machine soon that will know when you’re running low on detergent and place an order for delivery.

“Thanks to an integrated SIM card*, Zenius can communicate with our Customer Relationship Center. This allows us to deliver services before you even know you need them.”

CONVERSATIONAL COMMERCE

ON-DEMAND COMMERCE

Other brands have already signed on to eventually use Amazon Dash Replenishment with their connected devices, including Samsung printers, Brita water pitchers, Whirlpool washers and dryers and Purell hand-sanitizer dispensers.

• Passive commerce

• Conversational commerce

• Ambient commerce

• On-demand commerce

RECAP

• Old paradigms are dead

• B2C catalog shopping will diminish

• Social currency

• Commerce everywhere

• Shopping is no longer a destination

RECAP

info@somethingdigital.com

@somethingdigitl

THANK YOU!