And the evolution of digital commerce continues.
On Tuesday, Instagram revealed that after a successful trial period for its shopping feature, which was implemented by 20 brands last November, the social media platform is rolling out the capabilities for more apparel, jewelry and beauty brands in the US.
As you may have noticed in your own feeds, labels like Kate Spade, J. Crew, Warby Parker and Jack Threads have been testing out the carousel-like feature that allows followers to tap photos for pricing and product information within the app, and follow the “Shop Now” banner to be redirected to the brand's site.
“Traditionally, our customer had turned to Instagram for inspiration,” said Kate Spade executive vp and chief marketing officer Mary Beech in a release, “and we’re seeing that she’s reacting positively to the new shopping experience, which allows her to seamlessly tap and shop the product — going from inspiration to information to purchase in just a few steps — we’re excited to see where the feature continues to take us.”
At teen retailer Lulus, the feature resulted in a 33 percent click-through rate to the brand's website when followers tapped to learn more about products in the post. “The development of a native and authentic shopping experience on the platform has taken discovery to the next level for customers,” said VP of marketing Noelle Sadler. “And it has opened a great deal of opportunity for us to engage new and existing customers.”
The feature will be available to US users within their feeds, on profile pages as well as on the explore page. Instagram did not disclose, however, whether the feature would soon be available to influencers or celebrities, many of whom use Like2KnowIt links in order to make their posts shoppable. Considering the new role of Instagram's most followed person, Selena Gomez, as an ambassador for Coach, we could only imagine how effective such a feature might be.
Additionally, with the boom of the beauty industry and its increasing reliance on influencers, beauty vloggers and other social-natives to sell products in an authentic way, shoppable social media has the potential to be the next big thing for the beauty business.
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