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One-click ordering: what does the future look like?

What does one-click ordering mean for retailers and suppliers?

About this article

A huge 80%* of UK shoppers say ease and convenience are their top reasons for shopping online. So, wouldn’t it be great if we could just press a button to do our food shopping or order a pizza? Well that vision of the future is nearer than you might think.

Our innovation analyst Toby Pickard examines developments in one-click ordering, and what they mean for retailers and suppliers.

Order your shopping with a single click

Some companies have been experimenting with one-click ordering buttons for a few years. Mineral water brand Evian and Domino’s pizza saw the potential early, creating buttons to order their products. Amazon followed, developing the Dash Button to let its Prime members order from over 200 brands.

Image source: Evian, Dominio's

Amazon Web Services created an Internet of Things (IoT) button to take this idea one step further. This can carry out extra functions beyond simple ordering. Amazon suggests users could programme it to call a taxi, turn on the heating or send that urgent tweet.

Automated reordering makes shopping even more convenient

It’s obviously useful to be able to order a product with one click. But shoppers still need to remember to press the button. What if a device could anticipate their needs?

Telecommunications company Telefonica provides IoT connectivity to Nestlé’s coffee machines, so the machine will automatically reorder coffee pods.

Samsung partnered with Woolworths to bring the Australian retailer’s app to its smart fridge. Shoppers can reorder groceries directly from the fridge, but in future the fridge could do this without being asked. Maybe one day it will know what shoppers want even before they buy it.

What does it mean for you?

They can make life easier for the shopper, but what do one-click-buttons mean for you as a retailer or a supplier?

  • If you’re a supplier – if shoppers have your button, they automatically reorder your brand. However, it’s important to think about how to encourage shoppers to choose your button over another. And if you’re launching a new product, how do you tell people about it?
  • If you’re a retailer – you’ll need to work harder to get shoppers to go into your physical or online store. Could you add better or different services to the buttons, like price comparison, meal inspiration or personalisation?

We believe one-click buttons are only the start of changes in the way we shop. Smartphones, voice-activated and internet-connected devices will also influence shopping habits. One day, one-click buttons will seem old fashioned.

* Source IGD ShopperVista research

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