Want a shirt you saw someone wearing on social media? Bingo! It’s yours. Realize you are running out of coffee filters? You yell out an order to Alexa and voila! They are en route. There is name for this type of online interaction: contextual commerce, which is online retailing that makes it possible for consumers to buy in the moment as they scroll through unrelated content or are simply going about their daily lives. According to Eli Finkelshtey, CEO and co-founder of Constructor.io, “Contextual commerce is the idea that consumers should be able to buy whatever they want, wherever they want, with as few hoops to jump through as possible.”
