It's time to throw away the old concept of the shopping cart.

Summary: pages, bookmarks, desktops, scrolling, folders, trash cans, we have been accustomed to using these real-life concepts to metaphor the environment on the network. However, in the Web1.0 era, a slight modification of real life experience to use online has led to some

"pages, bookmarks, desktops, scrolling, folders, trash cans," We've been accustomed to using these real-life concepts to metaphor the environment on the web. However, in the Web1.0 era, a slight modification of real life experience has led to the failure of some great enterprises.

Nowadays, when we talk about online shopping, we still can't leave the concept of "shopping cart". However, the analogy of "shopping cart" is outdated and it is time to throw it away. In the network era, simple, fluent shopping experience is the magic weapon.

You know, on average, 68% of people don't actually buy items after they add them to an online cart? This phenomenon, known as "shopping cart abandonment", is a source of disaster for online retailing.

Twitter and Facebook are starting to test their "buy" buttons and move to the electric business sector. In short, these attempts are a huge new start in business transactions, not just an attempt at a social-networking shopping trip, but a shift in the overall online shopping. We surveyed more than 100 retailers about their social network sales on Instagram. On average, the value of each sale on Instagram is as high as $82. Sales without a "shopping cart" is no longer a novelty. That's what customers want and want to buy.

And you know, on average, users need to click 5 times before they can successfully buy items on a mobile site? Worse still, the user's preference data does not migrate and the payment data is not synchronized between the retailers. As a result, we often spend as much time shopping online as we do in physical stores. Although we have done a lot of innovation in paying, looking for goods, sizing and subscribing, the bad thing is that the typical shopping experience sucks.

In the real world, Apple stores have already freed themselves from traditional checkout lines and cashiers, offering self-service checkout services, and other retailers are starting to emulate the pattern. So some people say that offline shopping in the user experience innovation is even more than online shopping user experience innovation, which is regrettable. Perhaps in the innovation of the shopping experience, we can still learn something from the traditional entity shop peers.

Online, we continue to line up endlessly, pushing the virtual shopping cart shopping is an experience that does not mix. It's not like the internet age thing, it's not the mode of operation that the Web generation wants. People spend more and more time on social networks, so shopping carts are a complete mistake for them.

Shop builders like Shopify encourage retailers to build a "Facebook store", as if Facebook were just another sales channel. Actually it's not. Facebook and other social networks are more than just an endpoint. They are a complete Internet society, with their own culture, norms and values set. Just building a traditional storefront on Facebook is not what its social citizens want.

When you open a business in a social network, there is no value if the customer cannot make a smooth purchase. Selling a product list on a social network is a marketing rather than a real social network sale. We should not use social networks as a channel tool, but simply overlay them with traditional processes.

The abandonment rate of the shopping cart tells us that our customers think the traditional online shopping experience is poor. Shopping cart giving up is just a symptom. Shopping cart aversion is the official source of the disease.

Social networking can provide a pleasant experience, but the continued use of the shopping cart model is a disastrous experience, even if there is a good network environment resources, will hinder the retailer's sales. The rich and flexible network environment still exists, we only have to throw away the traditional mode of courage, in order to truly develop its development. The buying and selling process should be done in a single environment without requiring customers to stop at the halfway shop and adjust and switch. The shopping process should be a simple and smooth experience with no interruptions. After all, completing a purchase should be a matter of triumph, not a chore.