Comscore recently published a report which shows nearly half of tablet users are shopping online using them. Tablets will not replace computers, but they provide a much more enjoyable environment for content editors and merchants to catch users’ attention and transform them into couch-buyers.
In this transformation process, context is key: Computer users are sitting right in front of their screen, highly focused on their task (finding the best deals), while tablet users are relaxing on the couch, enjoying nice content (pictures, videos, stories). We can describe this context as couch-browsing, and by extension describe the act of browsing a catalogue or shopping through a tablet app as couch commerce.
Couch commerce is different from e-commerce and m-commerce, due to the context: Users are not sitting at a desk, nor on the street nor in a coffee bar. They are comfortably installed in the most welcoming furniture of their home: the couch. Browsing a catalogue from your couch puts you in a very different state of mind than at a desk or in public transportation. You feel relaxed and confident. What better context can a merchant hope for?