Friction-free impulse buying on mobile devices.
The web browser is already disappearing on mobile phones, as more and more apps allow cross-platform browsing.
Not having to switch to another app or go to your browser to complete a purchase after seeing an ad will spike impulse buys, because it will eventually reduce friction to zero (or rather one tap with your finger).
For example, verified users can now add links to their story on Instagram, which lets people swipe up right from a post and access it. When Gary Vaynerchuk posts a new DailyVee, I can watch the Youtube video right in my Instagram story.
This and similar features will soon be used to sell things. For example, Ryan Holiday has a link to his Amazon author page in his Instagram bio.
If I want to buy his latest book, I can tap it and buy it right away.
However, right now I still have to complete 7 different steps to do so:
- Adding it to my cart.
- Going to checkout.
- Logging in.
- Selecting my shipping address.
- Selecting shipping option.
- Selecting payment method.
- Placing my order.
Soon, all of these won’t be necessary. Your payment, preferred shipping options and primary address will be stored in individual apps (or a central place all apps have access to), so all you’ll have to do is tap once within an app, maybe confirm with your touch ID, and that’s it.
You can go straight from an ad in your social media feed to buying. Then it’s just up to brands to find out how they can show you the right ad at the right time to maximize impulse buys.
This trend comes from Asia, where apps like WeChat (China’s largest messenger, 700 million users) and Line (200 million users, mostly Japanese, $1 bn in sales, 40% from within the app) already offering 1-click payments with stored data and other friction-removing features.
