Search is Not Shopping
One of the problems with e-commerce today is the tendency to equate “search” with “shopping.” They are not the same thing. In fact, they represent two very different visions for the future of e-commerce.
Search is what you find when you visit some of the leading e-commerce sites. You’ll find a box. You type in what you want. The technology does its job and sends back a list of products. You evaluate, click and the transaction is done.
Then there’s shopping. In our vision of e-commerce, shopping is not a utilitarian function, but instead, a process of discovery. Think of a time you visited a store and found something wonderful, something unexpected. You don’t have to give that up in order to shop online. Now think of a time when you went shopping but needed advice, so you tapped the knowledge of a merchant or even a fellow shopper. Again, we see no reason to abandon those experiences just to have the efficiency of the digital age.
At Rakuten, we offer not search, but discovery.
We deliver people. Who are the people behind the screen? When your e-commerce experience is all about search, there are no people. In our vision, the merchants of the digital marketplace are present to connect with customers, share with them news and information, be a resource to the shopper.
We deliver community. When we shop, we want more than just goods or services. We also look to connect with others who share our interests. Perhaps we want to discuss literature with other book lovers, share funny photos with other pet owners, talk about the challenges of parenthood or career? A search function can’t help you. A discovery-based experience can do all of this and more.
So much of what is new and exciting today in the digital world is all about discovery – consider popular services such as Pinterest and Instagram. Consumers don’t gravitate to them to type into a search box. They are there to discover something new.
Search is a good thing. But it’s not a replacement for shopping. Shopping is much more. E-commerce can’t stop at the search box.
Photo credit: conrado/shutterstock.com
Engineering Management @ Veho | Software Development, Software Infrastructure
11 年But I don't see what you are talking about on at Rukaten.. Am I missing something?
Associate Ultra Prod & Supersonique Studio // pro CRM, Workflow & Web Service // Prof. Skema Business School
11 年Sometime you're simply searching product, sometime you like shopping. I think you don't have to opposite booth process. The are simply different. They are not incompatible, and depending of the felling, time, etc.. In fact, this is a complex human process. Specially, if you're on the searching process, you must avoid cognitive overload, etc. In my opinion, the perfect service is the possibility to use booth on the same service. And you will have the win & win & win effect.
Chief Land Surveyor/Civil Engineer+CAD 2D/3D
11 年My current contract with A-Hak International will be finished now. If there are any vacancy positions for Survey Engineer+Civil Inspector please let me know