What Is Frictionless Commerce?
Frictionless commerce refers to a set of practices aiming to eliminate bottlenecks in the customer journey and to craft a seamless and convenient shopping experience.
However, because business processes are interconnected, friction can be hiding past the consumer-facing business facets, presenting serious challenges. Therefore, eliminating friction and optimizing the interrelated elements in all business areas should become businesses’ top priority – it helps companies to achieve consistency and cohesion across channels that will potentially have an effect on customer relationships.
Speaking of the shopping journey in B2B, customers often highlight the friction points that are frequently connected with the lack of real-time inventory, payment, and fulfillment options, and overall poor website user experience, which makes self-service difficult or close to impossible.
Forrester recognizes the following dimensions of frictionless commerce:
- Payment options
- Accessibility and user experience design
- Positive friction
- Customer experience
We’ll cover each in more detail later in this article.