Compared to other areas, eCommerce saw very little innovation in last 5 years. With NFC, Square, etc. it is getting more traction and lot of innovation is happening now. This post is a continuation of my previous post.
eCommerce UX hasn’t evolved in last few years. If you reduce the pain of slogging through screens of data and personalize the experience, users are going to buy more. Luke’s post on Evolving eCommerce Checkout summarizes the evolution in checkout UX.
It is also proven that customers drop off is higher when retailers force them to create an account to complete a purchase. It has been a while since I created an account during checkout - I embraced the ‘Guest Registration’. It reduces the hassle of creating an account, verifying it and remembering the user name/password when I get back to the site for next purchase or to complete my purchase.
Right now, most of the innovation is happening in the smart reader (dongle for your smartphone to read the card) but payment through mobile is lacking innovation. I would like to see a product that helps me skip the checkout in a supermarket / merchant instead of selecting items, waiting in the counter, paying with my CC, signing the tax invoice and collecting my goods.