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Data for today’s episode is provided by Mercator Advisory Group’s Report: Lifestyle Commerce Drives Expanding Mobile Sales Channel for Merchants
Mobile-Centric Food Delivery Spawns New Crop of Specialized Merchants:
- Stay-at-homers turbocharged the food and beverage delivery business during COVID, which the restaurant and grocery verticals capitalized on.
- In 2021, this order and pay platform will continue unabated.
- Merchants typically partner with third-party delivery firms, many of which operate in the gig economy and provide the fulfillment network for retail partners.
- Order-and-pay mobile apps dominate the food delivery business and are supported by third-party delivery firms such as Instacart, Shipt, FreshDirect, and Mercatus.
- Meanwhile Walmart, Whole Foods (Amazon Prime), and Ahold Delhaize (Peapod) use internal resources to fulfill food delivery to end consumers.
- For restaurants, there is yet another crop of third-party delivery companies including DoorDash, Uber Eats, Caviar, Postmates and Grubhub.
Lifestyle commerce is a prime mover of the customer experience journey that includes using mobile apps and payments as a key channel for retail shopping. It’s not only that e-commerce has grown, but more significantly, that mobile technology plays a larger role in the checkout process both for remote and proximity payments. Mobile use for pre-buy research and payments is a greater part of retail sales than much of the conventional wisdom now believes. A new research report from Mercator Advisory Group, Lifestyle Commerce Drives Expanding Mobile Sales Channel For Merchants, focuses on how retailers can leverage consumer mobile usage.
“Mobile is increasingly the go-to choice for shopping, ordering, and paying for many consumers. Mobile devices enhance the customer experience and provide merchants more opportunities to connect with consumers whether in-store or online,” commented Raymond Pucci, Director, Merchant Services Practice at Mercator Advisory Group, the author of this report.