Contextual commerce: Asia’s next arena of growth

Flaviano Faleiro

Accenture Song’s Flaviano Faleiro explains why Asia is a prime spot to capture the opportunities of contextual commerce, which provides a frictionless one-stop shopping experience facilitated by automation.

When e-commerce entered mainstream consciousness in the early ’70s, it seemed like an unfathomable concept. The internet hadn’t been invented yet and people just didn’t consider buying things anywhere apart from a physical shop. In recent years, we have seen e-commerce make leaps and bounds, seeping through every aspect of our lives and shaping how we buy, shop and sell.

Today, consumers can buy directly on social platforms. The WeChat platform that offers messaging, social networking, entertainment, e-commerce and other internet services, for example, is equipped with features such as interactive games and peer reviews to turn a...

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