“An eCommerce Business Requires Two Halves of a Brain” (Feat. Kris Gösser, Shipium)
One-Click Buy…Say What?
- Recently Amazon has made a push around their one-click purchase button, "Buy with Prime”
- Amazon is now comfortable with trying to take an existing model and system and extend that beyond their own channel
- “The interesting play here is the comfortability of expanding channels.” -Kris
- The thing that differentiates checkout at the end of the day is the Prime-like experience in that customers get their order quickly and with potentially free shipping
- “Amazon is going to market with this theory that the way in which they win the one-click checkout outside of a channel that is Amazon.com is anchoring on the value prop of Prime more so than the value prop of whatever other thing at checkout.” -Kris
- This is helping direct to consumer companies address the metric that actually matters, which is conversion and loyalty
- “We just hit this maturity point where a lot of these direct to consumer companies got big enough where the way in which success was measured wasn't this growth based on brand and marketing. It was now margins and unit economics, and like all of these things that are the actual responsibility of operations that it turns out the other half of the brain is just as essential to grow and get to.” -Kris
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