With “contextual commerce,” one of the latest buzz phrases of online commerce, consumers are able to seamlessly purchase in the context of where they discover products and services. When a Facebook user clicks to buy a product on the social network, or a Pinterest user does so on that platform originally conceived for sharing and discovery, she’s buying “in the context” of the place of discovery — rather than leaving that domain for a third-party commerce site.
Brands like contextual commerce because it makes it possible to meet users where they are first discovering products and services. Consumers find it convenient to make purchases in contexts where it wouldn’t have been possible before. But it’s a technically complicated business, one in which even Facebook and Pinterest looked to partners for assistance and support.
Enter payments platform Braintree, a PayPal service based in Chicago, which had long excelled at facilitating online payment transactions. Braintree jumped at the chance to help companies like Facebook and Pinterest perfect their contextual commerce initiatives. And because of the versatility of the tools powering contextual commerce experiences, merchants quickly began using the tools in new and interesting ways to solve unique technical challenges, such as those relating to fraud prevention and loyalty programs.
This March, Braintree went public with the results of the work it did for its two powerful clients, announcing a suite of tools that enable seamless partnerships — including contextual-commerce opportunities — under the name Braintree Extend.
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