MARKETING: User experience on devices and impatient consumers - two elements influencing how the ecommerce workflow is evolving. But as Google gets the attention with improvements to its Wallet product, it is worth remembering that Amazon has been at the forefront of it all for years. READ MORE on ReadWrite.
While Amazon offers the convenient checkout service to retail-website builders, other retailers are understandably loath to embrace the e-commerce giant's tools.
Now a wiser, bloodier Google has re-entered the fray, taking lessons learned from Amazon and applying them to its own "1-Click" solution for Google Wallet, Instant Buy.
But Google's road to riches won't lie through a button on a website.
That's the route it took in traditional Web e-commerce, with its older Google Checkout service, which Wallet replaced after it failed to unseat PayPal and other, more traditional credit-card-processing services.
Instead, Google's placing its bet on terrain where it has the upper ground: Android apps and Gmail.
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