Carts and Cards
One of the first steps towards building an email shop is to add the search bar in the header of every email, such that the search results show in place.
Every item in the results must have 1-click “Add to Cart” and “Add to Wishlist” which call the brand API and do the actions in place.
The cart management can be done in-place within the email.
Subsequent forms can take the address and then drive the payments.
The final step towards conversion is the payment information. This can be done through a pop-up or (if the payment companies agree) can be done securely within the email itself.
These steps bring the ease of shopping on a website or app without the need to click through.
Even the post-purchase experience can be enhanced by collecting ratings and reviews within the email. Delivery tracking can also be made friction-free.
Here is a glimpse into how all the steps in the journey can be AMP-ified with the email shop.