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BizReport : Ecommerce archives : September 21, 2010

Buy Anyware streamlines online checkouts

Global e-business platform Plimus has introduced a new platform which should make it simpler for consumers to buy online. Called Buy Anyware, the platform eliminates the need for virtual storefronts as consumers can buy virtual goods directly from social, gaming or other screens.

by Kristina Knight

plimus.pngWhy does the ability to buy direct from a gaming screen or social network mean? Basically it means that a consumer can make virtual purchases without disengaging from the game or social network, giving them a smoother transition and a more immersive environment.

"Online shopping is easier and so people do make purchases, but in some aspects it is too cumbersome," said Charlie Born, Vice President and Head of Marketing with Plimus. "Getting a casual gamer to go from a free trial to a full purchase is hard because the gamer has to launch another browser or check their email. It adds to the friction between the gamer and the brand."

With the advent of social commerce, the friction is becoming both more and less. Although consumers can purchase virtual goods from social hubs like Facebook, there are still windows to open, emails to check and additional steps to be taken. Buy Anyware takes away the need for those extra steps, allowing a friction-less purchasing experience.

"[Buy Anyware] improves conversions because the consumer can purchase anywhere," said Born. "Products need to be purchased from the consumer's location, not the location of the product. Consumers will buy from mobile, from a manufacturer website, from bricks-and-mortar stores or from a social network if the process is simplified."

The Buy Anyware application launches from a widget, allowing consumers to buy direct from where they are on the web. Rather than leaving a game to purchase a full version, they simply click and purchase from within the gaming environment.

"It allows brands to place ecommerce anywhere, anytime and in any place through a simple Internet connection," said Born. "This connects vendors with consumers anywhere within an application so a gamer can be playing a free trial and can convert to a full purchase from within the trial rather than requiring the consumer to leave the game, visit another website, get a product code and then download the game."

Tags: Buy Anyware, ecommerce, gaming, in game advertising, mobile shopping, online shopping, Plimus, virtual currency, virtual goods

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