Since the beginning of the year, established providers in the market have been announcing new shopping functions to expand their core business. Pioneers such as Google, Pinterest or Instagram are thus signaling to brand manufacturers and retailers that there is a need for action in the field of e-commerce. We are talking about contextual commerce – a possible game-changer in the digital sales world. It is based on the idea of integrating purchase options into everyday life of potential customers outside the conventional shop. The focus of this publication is the use of contextual commerce in the online world.

What potential is hidden behind it? What challenges must companies manage to use this potential for themselves? How is contextual commerce put into practice?

In this white paper, we analyze 30 different examples that illustrate cross-industry approaches on how the shopping cart can reach the customer. Based on the analysis, we have identified four key insights for brand manufacturers and retailers:

In this whitepaper, we demonstrate the potential of contextual commerce as well as the chances of this new possibility for manufacturers and retailers. Based on these examples, technical and organizational implications, followed by recommendations for action, are outlined, which are essential for a successful implementation.

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