Atomizing the store


Imagine if products were free to wander, popping up in people’s blogs, twitter feeds, App notifications, or celebrity collections. Each product brings with it the checkout, able to sell itself to whomever without the need to drag you to a ‘store’. To save you the torture of price comparison, it carries a (3rd party service ) badge guaranteeing you the price shown has been checked and is good. If you buy, you’re preferred shipping and payment details are used. All you have to say is ‘yes’ or ‘no’.

The ‘store’ experience is determined by whatever collection of products collide, be that Lilly Allen’s blog or her favourite things, or my friends twitter feed. Products in this world, could also have ‘friends’, complementary items that like to ‘hangout’ together (if invited in). ‘Shelves’ can be created outside the scope of any one ‘curator’ (blogger, twitter feed etc…) or ‘retailer’ (merchant of record, logistics provider).

The ‘atomization of the store’ in this way would be especially suited to mobile. Imagine if that Samsung Ad where the guy has forgotten their wedding anniversary was truly only one click to purchase and ship flowers to his door and not 10 clicks and 50 characters to get the job done). ‘Yes’ / “No’ purchasing in response to contextual prompts and social queues is something I’d welcome – and a reality I believe will be arriving soon.

Wanelo mixed with’s vision would provide some of what I’m describing above (the bit removing the need to link-off, without having to become a ‘traditional’ retailer and front every transaction as the Merchant of Record).

The tech to do this now is all in place, we just need the business deals to make it a reality …

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