Amazon (credit image/Pixabay/ Preis_King)Amazon has announced the Buy with Prime integration with Salesforce Commerce Cloud. This solution helps Salesforce merchants integrate Buy with Prime into their existing shopping experience. Buy with Prime for Salesforce also offers merchants several new features, including the ability for shoppers to search and filter for Prime eligible items.

Additionally, the ability to purchase Prime eligible and other items in the same order. This integration helps Salesforce merchants connect with new shoppers and increase conversion by offering the convenient shopping benefits of Prime. This includes fast, free delivery, a trusted checkout experience, 24/7 live chat support, and hassle-free returns.

“The Buy with Prime integration with Salesforce Commerce Cloud enables merchants to offer their shoppers a new yet familiar purchasing option directly within their digital storefronts,” said Peter Larsen, Amazon vice president of Buy with Prime. “The integration provides new features that build Buy with Prime into search, cart, and checkout. Salesforce merchants have more flexibility and functionality to provide Buy with Prime while maintaining control over stores’ look and feel.”

(credit image/LinkedIn/Michael Affronti)
Michael Affronti, SVP and GM of Commerce Cloud at Salesforce

“Buy with Prime for Salesforce Commerce Cloud builds on our efforts to help eCommerce businesses drive profitable growth and superior shopping experiences,” said Michael Affronti, Salesforce senior vice president and general manager of Commerce Cloud. “Companies are looking to scale and drive brand loyalty among new and returning shoppers. Buy with Prime offers Salesforce merchants a powerful tool to attract millions of Prime members. Retailers can grow their businesses through the trusted Prime shopping experience.

Simplifying day-to-day operations

Utilising Buy with Prime for Salesforce, merchants can integrate Buy with Prime into their existing storefronts. At the same time maintaining control over stores’ shopper experience. Buy with Prime for Salesforce also simplifies the day-to-day merchant experience by automatically syncing with Salesforce Order Management. This includes orders, promotions, and catalogue listings. Merchants can customise this end-to-end integration. This includes tailoring the placement and appearance of the Buy with Prime experience throughout their product, cart, and checkout pages.

New Buy with Prime features

The Buy with Prime integration for Salesforce offers merchants new features. Merchants can enable search and filter capabilities on their websites to help shoppers easily and efficiently discover Prime eligible items. In addition, Buy with Prime for Salesforce gives merchants the opportunity to offer a mixed cart to customers. Shoppers can add both Prime eligible and other items to their carts and purchase all items in a single checkout. Amazon and Salesforce will continue to iterate together on Buy with Prime for Salesforce. The companies expect to roll out additional features in the future.

Driving greater loyalty

Amazon says Buy with Prime helps merchants connect with new shoppers and grow brand loyalty. The solution provides customers with live chat support 24 hours-a-day, seven days a week, on Buy with Prime purchases. Merchants also continue to own the customer data that comes through Buy with Prime purchases on their websites. The company suggests that by offering the shopping experience Prime members know and enjoy. Fast, free delivery, trusted checkout experience, and hassle-free returns, the service has increased increase shopper conversion by 25%, on average. Three out of every four Buy with Prime orders come from new shoppers, on average.

Scaling fulfilment and delivery using Amazon’s Logistics Network

Whether a shopper places an order directly on a merchant’s own direct-to-consumer website via Buy with Prime. Alternatively, shops directly on Amazon.com, the orders are fulfilled using the same pool of inventory stored within Amazon’s logistics network. This shared inventory pool gives Buy with Prime merchants the flexibility to scale their inventory across multiple sales channels. This reduces out-of-stock rates, and thus speeds up delivery times. For instance, with Amazon Multi-Channel Fulfilment, Buy with Prime merchants can delight their customers with a >97% on-time delivery rate. Deliveries are made seven days a week, and an average “click-to-door speed” of 1.9 days. Amazon says this is more than 50% faster than other retailers.

Enterprise Times: What this means for businesses

This is a not-too-surprising integration for Amazon’s Buy with Prime. The solution is already available on Shopify and BigCommerce, so inevitably Salesforce was on Amazon’s ‘to do’ list to sign-up. Inevitably, for Salesforce, the prospect of growing their SME customer base, was too much of a tempting offer to ignore. However, their danger is that once you ride the back of the tiger, that it turns around and takes a chunk out of you. Fashion retail is one area that Amazon has never really managed to succeed in. Furthermore, the company has ambitions to go ‘up market’ and attract more established brands. Will providing retail customers with access to Buy with Prime functionality become the trojan horse that migrates them to Amazon? Only time will tell.

Initially, Buy with Prime for Salesforce will start rolling out as an invitation only to select Salesforce merchants. It will be available to all US-based Salesforce Commerce Cloud merchants via the Salesforce AppExchange later this year.

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