The Shopping Cart Metaphor Is Killing Me Softly

In ecommerce, the shopping cart metaphor is very nearly ubiquitous. The website pretends the user is wandering around a fictitious shop putting things into a made-up basket. This works well for small things like food, clothes, cats and you know…stuff. But what about the scenario where a user will buy only one item?

Like this oven:


Why am I going to add the frigging thing to a basket? Aside from the fact it would be really heavy *ahem* it makes no sense for what is overwhelmingly likely to be a one-off purchase. Where is the option to ‘Buy now’ where I can go directly to a screen and enter delivery options and credit card details?

Even in 2016 #ecommerce sucks. Thoughts?


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