What is it and how does it drive the online customer experience?

How many times has it happened to you that you want to enter an online page and you do not remember the password. In the best of cases, you request to restore it, but if this is not possible, you may give up the purchase. For this reason, companies seek improve customer experience and make the process easier, using purchase biorecognition technology.

This is a trend that has gained strength in recent years and it is a process in which the client can save your biometric information on a device and use it when you need to make a purchase, just using your fingerprint or your face.

Various studies estimate that 25% of purchases online are performed with biorecognition, that is, they use iris or speech recognition through digital touch devices such as smartphones o tablets.

Systems such as Alexa, from Amazon or Siri from Apple allow you to save card and address information and with voice command make the purchasewithout the need to re-enter the data.

”I believe this is just the beginning of this trend and in the coming years the industry will be deepening. Now we only see the tip of the ‘iceberg‘ with biorecognition to make payments”, said Hendrick Aponte, Head of Platform of Tiendanube México.

Challenges and benefits

However, this trend has a challenge, due to the distrust of the users that their data are shared with third parties, therefore, the main companies of hardware They seek to ensure that customers’ biometric data is only stored on the person’s device.

Despite this, biorecognition is expected to have a great evolution in favor of purchases, since the fluidity of the process, the security of payments, the decrease in chargebacks and the drop in abandoned carts, will be some of the points that will benefit the most from the trend.

Additionally, the use of biometric data on devices may improve the shopping experiencebecause the consumer does not have to remember and enter their password/username to enter their e-commerce account, but can do so through their fingerprint, which improves the experience and simplifies the purchase process.

Another benefit is that the consumer is not required to enter their card details to make a purchase, but can do so through the facial recognitionthis guarantees that the customer is the one who is really making the purchase.

Aponte points out that this is just the beginning, because it is expected that in the future it will be possible to recognize the emotions of consumers through gestures and facial expressions and in this way know the feelings that the consumer had when seeing a product and translate it into information for new marketing strategies or, biorecognition to display ads and customized marketing campaigns, identifying particular interests.

Give him confidence to users It will be an important factor that companies must face to strengthen their client portfolio and continue to be present in the world of ecommerce; this through the implementation of new technologies that are certified with the purpose of providing a good experience to consumers.