Convergent Commerce: Navigating the increasingly fragmented world of emerging channels and shoppable touchpoints

Ipsos Views

While purchase channels and touchpoints are increasing, digital and physical environments are converging.
  • Touchpoints are also converging, with some previously used predominantly for consumer awareness, engagement and education now also becoming shoppable purchase channels.
  • Selling via social media is one of the fastest growing types of retail commerce and voice commerce, the ability to buy goods online using voice and a compatible smart device, is also growing and evolving.
  • One increasingly common type of commerce is livestream shows, which showcase a number of products and are led by key opinion leaders and influencers who present various goods and services.
  • During the pandemic, apparel brands began increasingly delivering direct to consumer (DTC) via e-commerce,...

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