Why is V-Commerce the future of E-Commerce?

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Astrid Baron - 06/04/2021

1. v-commerce the future of e-commerce?

The emergence of e-commerce in distance selling :

Born in the 90s with the arrival of the minitel in France, the e-commerce or online sales is a digital medium whose aim is to operate a commercial transaction at a distance. The very first credit card transaction took place in the USA in 1994 with the purchase of Sting's album for $12.48 by Phil Brandenberger. It was in the 2000swith the arrival of broadband, that e-commerce really took off. But why is V-Commerce the future of E-Commerce?

Since then, it has continued to develop and the figures today speak for themselves. As the FEVADtestifies, e-commerce turnover exceeded 100 billion in 2019, an increase of 11.6% compared to 2018 compared to 2018, according to the moderator's blog.

But why has e-commerce grown so much? 

The advantages of e-commerce :

The COVID-19 pandemic and the containment measures have profoundly transformed shopping behaviour around the world and stimulated e-commerce. and stimulated e-commerce.

Open 24 hours a day, 7 days a week, it reaches a very wide wide audience. In addition, its accessibility via all connected media media, which allows people to buy what they want wherever they are, which explains its strong growth.

Nowadays, almost 8 out of 10 Internet users buy a product or service via an e-commerce site". The craze for e-commerce is well underway and has seen "a increase of +29%". during the containment period". confirms the article on BCG.com. Everything leads us to believe that e-commerce has become THE essential and irreplaceable solution. But then what are its limits?

 

The challenge of reconciling the shopping experience with the digital journey:

In his article on the limits of e-commercethe website politechnicart underlines: "the main drawback... concerns the dematerialisation of the product at the time of purchase". With a few photographs and product characteristics, it is difficult to get a real idea of the product. Even if consumer comments can guide our researchEven if consumer comments can guide our research, it is only possible to form our own opinion when we receive the purchase. receipt of the purchase.

The customer may therefore lose that sense of of the shopping experience by the lack of visual and tactile and tactile perception of the product. The consumer projects himself much less in front of his screen than in real immersion in the physical shop. This can be a barrier to purchase.

However, this infinite shopping possibility is a real asset of e-commerce and allows it to continue to grow. Nevertheless, consumers are still looking for a customer experience more emotional and human experience.

So how do you manage to combine shopping experience while keeping this digitalized journey ?

Thanks to 3D ! The virtual reality and augmented reality, these two fast-growing technological advances can combine the two. They combine both immersion and digital through v-commerce.

 

The emergence of V-Commerce, the future of e-commerce:

With the rise of new technologies, the field of possibilities for brands is widening and it is becoming even more difficult to stand out. E-commerce continues to expand but consumers are looking for a more emotional and human customer experience . This is where v-commerce or virtual commerce comes in, referring to commerce in virtual or augmented reality. V-commerceis a combination ofe-commerce and virtual reality. "It can involve sales made or facilitated by VR in physical shops, or directly sales made within a virtual store.virtual environments"explains Virtual-Reality.com.

For retailers, it is above all a question of maintaining the quality of the customer experience. Personalisation and immersion in the brand's universe are the two watchwords. This allows VR to impose itself as an essential element in the new customer journey. So is v-commerce the future of e-commerce?

 

2. The advantages of V-Commerce :

 

An immersive brand experience for the customer:

Brands are using it as a strategy to develop a new relationship of trust with their customers while offering them a new experience with high added value. "If theEmotional involvement If the internet promotes the act of buying, it also contributes to the customer loyalty." underlines the article of bearing point. Major luxury brands such as Dior Perfumes and Clarins have already experimented with virtual showrooms, as we demonstrate in this article. But it also affects more accessible brands such as Decathlon, which in 2017 deployed an immersive experience in the middle of nature to promote its new Quechua tent. The Ray Ban brand relies on augmented reality to offer its customers the opportunity to try on models adapted to their face. They are thus putting the emphasis on personalisation.

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All the solutions to immerse the customer in their world and give them an innovative and unique experience are at the heart of v-commerce. So how can this experience be seen as differentiating?

 

A better promotion of the product with 3D (360° view of the product):

As mentioned earlier, e-commerce does not always have the possibility of encouraging the act of purchase due to the lack of value of products. With v-commerce, this problem no longer exists. Indeed, virtual reality allows a total immersion, as if the consumer was in the shop buying and having, for example, the clothing in front of his eyes. Better still, "it represents a pre-sales tool which contributes to reinforcing the purchase decision and to reassure the customer. It allows a better visualisation of the product and a better understanding of its functionality" confirms the mbamci.com article. They go even further and mention that "AR helps to avoid of sizing errors or bad colour perceptions, and thus to reduce returns (estimated by the FEVAD at a rate of 24%.)."

 

A true "phygital" journey:

The future of shops is ambivalent: both physical and digital. The future of retail is intended to be phygital. Chanel is a perfect example, wanting to combine digital and physical, a project to integrate virtual mirrors in their flagship shop in Paris was born in early 2020. On the Champs Elysées, they have developed connected hangers "showing the importance of digitising the experience customer at the point of sale." (source factonics white paper). This new concept strengthens the customer/brand relationship and informs the consumer while simplifying their experience.

Why is V-Commerce the future of E-Commerce?

The physical world is also being integrated into the digital world by means of possible support, without leaving thevirtual environment. (Through a personal shopper, for example). Just like in a physical shop, you make an appointment with an advisor and let him or her guide you through the process of making the best choice. This is another way of highlighting v-commerce and its many functions.

 

3. The challenges of V-Commerce the future of e-commerce :

 

A market to conquer :

Despite the enthusiasm of consumers and even brands, retailers are still relatively cautious about using this new technology. The challenge lies in their ability to adapt to the evolution of the consumer society and to understand this new environment. Certain points of friction have been reported by users, such as the lack of user-friendliness of the interfaces, the long download times and certain malfunctions. On the vendor side, costs can sometimes still be high and the technology, which is still growing, may have certain limitations.

Details that seem to fade quickly in view of the figures that remain very promising. The AR/VR market willgrow by 76.9% between 2019 and 2024, reaching 136.9 billion by 2024. (FEVAD figures).

The v-commerce market needs to be evangelised to become the future of e-commerce:

The market is therefore still very innovative according to the Get App 2020 study.45% of respondents say they are likely to buy more with brands that offer product and service interactions using immersive technologies“. The points of friction are only a detail in the face of the capacity of v-commerce.

Thanks to virtual and augmented reality,v-commerce offers an additional dimension to e-commerce. It responds to customer constraints andimproves the shopping experience. Consumers can save time and energy, while accessing a wider choice of products.

It is of real interest to both the retailer and the user, and is expected to continue to grow significantly. The post-covid era foresees new demands on the shopping journey and offers great opportunities to be conquered.

Be inspired and offer new shopping experiences in virtual reality! shopping experiences in virtual reality!

 

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