Local search the next trend for ecommerce

In the beginning days of ecommerce offering free shipping or online coupons was enough of an incentive to draw online shoppers. Research shows, however, that now consumers expect free shipping. That isn't the only change: consumers want products instantly but do not want to drive all over their city looking for a specific item.

by Kristina Knight

This new phenomena is a big benefit for retailers who have an online presence because, on average, consumers who buy online but pick up in-store buy an additional $100 worth of merchandise when they walk in store's doors.

By allowing consumers to buy online but pick up from a local store, e-tailers feed the immediacy that consumers are searching for. Earlier this month, Krillion announced the first of several partnerships which will offer consumers a local search option for buy-online-pickup-in-store experiences.

With real-time stock checks and in-store availability, consumers are basically guaranteed to have the product they have researched without the tradition 5-7 day wait period for snail-mail delivery.

"[Retailers] realize consumers have flocked to buy online/pick up in-store and now they realize [consumers will] spend even more money. Consumers are cut-throat and they want the best deal," said Joel Tonedano, CEO and Co-Founder of Krillion.