Shoppable posts allow merchants to tag their photos with links to an in-app page that includes a product description, price, and a “Shop Now” button
Merchants using BigCommerce, an e-commerce platform with 50,000 small- to medium-sized businesses (SMBs), 2,000 mid-market businesses, and 25 Fortune 1000 companies, can now create shoppable posts on Instagram, TechCrunch reports.
Shoppable posts allow merchants to tag their photos with links to an in-app page that includes a product description, price, and a “Shop Now” button that will take a user to the merchant’s online store. The feature was originally only available to 20 brands, and later made available to a number of fashion and beauty retailers, but now all US-based BigCommerce merchants with a Facebook Shop will be able to introduce shoppable posts.
Instagram is incredibly influential in product purchases, and shoppable posts should help merchants capitalize. The vast majority of Instagram users, 72%, say they have purchased a product they saw on the app, and Instagram has become the leading social media site for luxury shoppers. Shoppable posts give merchants more tools to display their products, and guide shoppers toward purchasing items without immediately forcing them out of Instagram, improving the product discovery experience.
Shoppable posts also provide data that retailers can use to improve their social commerce techniques. The feature gives merchants access to analytics like how many clicks a tag receives and how many shoppers go through to the product page, which is valuable information for retailers refining their social commerce strategies. Merchants can determine which types of products resonate on Instagram, or where there might be friction in the purchase journey, as they work to improve the shopping process and maximize the value of Instagram’s e-commerce influence.
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