‘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.”