What Is Contextual Commerce and Why It Can Be So Hard

  • ‘Contextual commerce is the idea that consumers should be able to buy whatever they want, wherever they want, with as few hoops to jump through as possible.’
  • On the back end, there are numerous systems a retail can harness to connect with consumers. “Any multivariate platform like Rich Relevance, Optimizely or Maxymiser can associate content with a shopper’s context,” said Chris Haines, director of consulting at Amplience. But there are challenges with contextual commerce, he continued, namely that none of the leading ecommerce platforms are built to handle content — or any non-product data for that matter.
  • Artificial intelligence also plays a significant role in the better executions of contextual commerce. “Almost all concepts in contextual commerce require AI to help detect important attributes about the context,” Finkelshtey said.”


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