Online fraud detection: PayThink Contextual commerce sputters without deep consumer ties

Every business that uses apps or online platforms to connect with customers knows there’s a major transformation underway in how you do business.

Customer convenience is top priority, while the mechanics of sales and payment transactions are moving out of sight where they are less likely to cause friction that costs sales.

To take advantage of this confluence of technology known as “contextual commerce,” you need to know what it is and what it requires. If your business development plans don’t include reimagining how you will sell to your customers, you risk losing out to competitors that are thinking beyond the traditional e-commerce experience.

The defining idea behind contextual commerce is giving your customers the ability to buy something within the flow of another activity that they’re engaged in. It’s presenting a product or service right at the moment when the buyer might naturally want it, without making them go through a separate commerce or payment experience.