Never before have brands had the opportunity to touch consumers whenever and wherever they are. Keystrokes made by consumers become “virtual breadcrumbs” for merchants hot on the trail for a sale. Merchants armed with the likes, needs and interests of a buyer can seamlessly integrate their buy-now value proposition where the buyer is already consuming information.
In January of this year, PMNTS.com wrote about 6 things that would shape the direction of payments and commerce in 2016. The 3rd Item on that list was “contextual commerce”. While merchants can reap the benefit of increased sales from contextual commerce – being in the right place at the right time – there is also a downside. Frictionless buying leads to buyer’s remorse, this translates to increased friendly fraud and chargebacks for the merchants.
Reducing friction in the buying process continues to be a top priority for merchants. But if the process is too smooth, it is imperative that the merchant has the right anti-fraud strategies in place to prevent friendly fraud and chargebacks. Merchants must strike the right balance between sales enablement and risk prevention to succeed in the one-click marketplace.