---
id: "quote-zero-click-commerce"
type: "quote"
source_timestamps: ["§ Advertising revenue"]
tags: ["ecommerce", "user-journey"]
related: ["concept-zero-click-commerce"]
quote: "The result is what we call “zero-click commerce”: transactions that proceed from intent to fulfillment without any interface interaction where advertising could intervene."
speaker: "Yuanyuan Gina Cui, Patrick van Esch and Jan Kietzmann"
speakers: ["Yuanyuan Gina Cui", "Patrick van Esch", "Jan Kietzmann"]
sources: ["attention"]
sourceVaultSlug: "hbr-seg-attention"
originDay: 4
articleStem: "hbr-foci-69-ai-threatening-platforms"
sourceUrl: "https://hbr.org/2026/04/how-ai-is-threatening-platforms-revenue-streams"
sourceTitle: "How AI Is Threatening Platforms’ Revenue Streams"
---
# Definition of Zero-Click Commerce

> The result is what we call “zero-click commerce”: transactions that proceed from intent to fulfillment without any interface interaction where advertising could intervene.
>
> — [[entity-yuanyuan-gina-cui]], [[entity-patrick-van-esch]] & [[entity-jan-kietzmann]] (§ Advertising revenue)

The authors' own definition of the term. See the full concept note [[concept-zero-click-commerce]] and its structural consequence [[concept-two-sided-market-breakdown]].