Transactional Commerce

Posted in Marketing and Strategy Terms, Total Reads: 595

Definition: Transactional Commerce

It is a one-to-one marketing method wherein the manner in which the company deals and interacts with consumers is tailored to each different type of consumer. It involves focusing on retaining the customer rather than just acquiring the customer. It tries to understand the individual choices made by customers and then tailors the marketing approach to reach each customer differently, based on their choices.

It involves two processes:

a. Personalization: recommending products and plans suited to the customers individual preferences based on past purchase.


b. Customization: allowing the customer the ability to decide and design the product according the features she desires.


For example, online retailers like Flipkart and Amazon provide personalized recommendations based on browsing and past purchase history.


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