The gap between entertainment and social shopping continues to close with companies like Facebook and Instagram driving commerce capabilities.
Verishop, a US-based online store focused on fashion, beauty and home, has
launched a new social media shopping app. The Verishop App is designed to bring joy and entertainment to online shopping through inspirational shoppable content.
Verishop is one of the many brands and retailers that has adopted the merging of social and shopping content online. Other social platforms are similarly announcing new social shopping features. Facebook announced last month the launch of Facebook Shops, which will make it easier for small businesses to set up an online store that consumers will be able to access on both Facebook and Instagram.
eMarketer forecasts that there will be more than 15 million social buyers in the UK by 2024. Alongside this growth, expect to increasingly see static product images become inspiring tutorials and how-to videos. Where entertainment has long been a method for keeping customers in stores, it’s now also about swiftly moving shoppers to the checkout page.
In the ever-cluttered digital space, shoppers are opting out and ignoring marketing that disrupts their online experience. Future success in online marketing involves mimicking and merging with the digital social platforms shoppers enjoy.
Contributed by: Michael Krog, Sr. Integrated Planner, Integer London
Image Source: Unsplash
