Are online shoppers ready for one-tap buying within an email? If Chicago, Illinois firm Modest has anything to say about it, yes. Founded in 2012 by four engineers from President Obama’s reelection campaign, the Modest mobile platform works with some existing shopping carts to create a shopping app. The company’s latest feature, Email Buy, eliminates more steps one needs to take after receiving a marketing email.
Here’s how Email Buy works:
- The shopper opens an email that has a coded buy button.
- The shopper is taken to the shopping cart app.
- If the shopper has never shopped via the Modest platform before, he enters billing and shipping info. If he has, the purchase is instant.
Making purchases directly from an email has been a long sought-after feature, especially for mobile stores. The question has always been how to integrate it without compromising user privacy and securing data transmission. There is also the issue of user error, which Modest has addressed by implementing a timeframe for shoppers to edit the purchase or “unbuy” it.
There are a few issues, though. Currently Modest works by creating an iPhone shopping app that works with your current store. Integration for Android and setup of mobile websites isn’t yet available. Also, Modest only works with a few shopping carts directly – like Shopify and Magento. Users of other carts need to upload product inventory via the control panel.
Nonetheless, this latest release gives us an idea of how simple the buying experience can be for mobile shoppers.
What say you? Is THIS the feature of online mobile shopping? Or is it too easy?