Is Text Messaging the Next Commerce Channel?
Text messaging is an emerging commerce channel impacting shoppers, merchants, and platforms.
When entrepreneur and marketer Gary Vaynerchuk launched Wine Library’s Wine Text service in 2019, he effectively created a new ecommerce vehicle.
Visitors to the Wine Text website can subscribe, adding payment information and a shipping address upfront. Then, like a text version of a daily-deal site, Wine Text sends wine offers daily via text. The recipient shopper could buy by simply messaging the number of bottles.
“The thesis of this incredible service, this revolutionary service…has been how do you spend two minutes to sign up — the address you’re shipping the wine to and the credit card you’re using — so that when you get the text daily, it takes two seconds,” said Vaynerchuk in a video posted on the Wine Text home page.
A few pundits (including me) asked, “Why isn’t this already a thing?” Shoppers
In a sense, it was already a thing. Wine Text and the various platforms it inspired are part of a shopping trend.
“I believe that the natural progression to more simplified purchasing experiences, and meeting consumers where they are (social media, chat, text message, video), favors the rise of text messages as a preferred conversational commerce mode by consumers and business,” said Blu Atwood, CEO of text commerce firm Textual , in an email.
Retailers want to eliminate ecommerce friction and make it easier for shoppers to buy. Placing online orders over an Alexa device is an example of this trend. So too were Amazon’s now-shuttered Dash buttons.Text commerce is the most recent iteration and one that could gain serious traction. Merchants Text messaging won’t be a platform for every seller, but it can be for many.“I don’t think we will be buying mattresses through text messaging anytime soon,” said Sam Schrup, the founder of TextRetailer, […]
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