Payments provider turns Gmail into shopping platform

Online shoppers can now engage in something that could potentially be called “g-commerce.”

Frictionless payments company Skipify is enabling shopping and purchasing inside of Gmail with newly-released shoppable emails, which allow shoppers to see real-time product info, add items to a cart and check out, all inside the inbox. The new shoppable email program unlocks real-time product information and a fully functional shopping cart inside of email. According to Skipify, retailers participating in the program have seen revenue from email increase over 30% while lowering unsubscribe rates by 50%.

Retailers can join the new program by working directly with Skipify. In most cases, retailers will not need to change their email provider, and there is no additional email coding required on the retailer's side. Skipify works with each retailer to enable access to the program and to maintain the dynamic shopping functionality of their emails inside Gmail. 

"We're thrilled that shoppable emails built on AMP can enable merchants to bring shopping into the inbox for the first time,” said Ryth Martin, CEO and founder of Skipify. "We are in the very early stages of a shift to unlock commerce and payments within and across channels. Skipify is here to help brands drive and capitalize on that shift."