"All this, and the frequency in which we purchase on our phones, makes it even stranger that more brands aren't utilising social commerce - shoppable social, putting products in their audiences' day to day. So, what's the craic? Social commerce is giving consumers the chance to buy products without leaving social channels - putting what they want, where they need it. With it you're basically able to reach consumers where ecommerce just can't."
"And with social discovery, direct brand interaction and an online community; social commerce lets you get into the lives of a younger audience that have previously been pretty bloody hard to reach. If you add in that 71% of millennials consider their mobile device to be their most important shopping tool, it's a no brainer. But considering how much it makes sense, social commerce isn't bringing in enough revenue for brands (yet)."
"Is that about to change? Instagram is making big moves as it realises how important shoppable social is. With in-app checkouts, shoppable stickers, and an even rumours of a shopping app being made as well as newly-announced shoppable influencer posts, they're staying ahead of the curve. Up until now, it was only brands who were able to do this. But Instagram will give high-profile influencers the chance to sell to their fans."
Mobile phones now provide instant access to services and products, increasing the frequency of purchases on handheld devices. Social commerce enables consumers to buy directly within social channels, combining social discovery, direct brand interaction, and online communities to reach younger, mobile-first audiences. Seventy-one percent of millennials view mobile devices as their most important shopping tool. Despite logical fit, social commerce currently underperforms in revenue for many brands. Platforms are adding commerce features: in-app checkouts, shoppable stickers, shoppable influencer posts, and possible shopping apps. Instagram's features aim to enable both brands and high-profile influencers to sell directly. Adoption varies across networks and brands.
Read at The Drum
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