{"id":10217,"date":"2021-02-03T15:23:50","date_gmt":"2021-02-03T13:23:50","guid":{"rendered":"https:\/\/havas.cz\/?p=10217"},"modified":"2022-09-08T11:12:13","modified_gmt":"2022-09-08T09:12:13","slug":"shoppable-social-retails-hottest-new-trend","status":"publish","type":"post","link":"https:\/\/havas.cz\/en\/h-commerce-en\/shoppable-social-retails-hottest-new-trend\/","title":{"rendered":"Shoppable social \u2013 retail\u2019s hottest new trend"},"content":{"rendered":"\r\n

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I<\/span>n 2020, all major platforms, including Pinterest, Snapchat, Facebook, TikTok <\/strong>and Instagram<\/strong>, have developed shoppable content tools that will become even more social and playful in time.<\/span>\u00a0<\/span><\/p>\r\n

The further development of shoppable social media posts is great news for the commerce world. It allows brands to create a frictionless shopping path, help them spotlight product through social content and forge a direct path to conversion.<\/span>\u00a0<\/span><\/p>\r\n

On the other\u00a0<\/span>hand<\/span>, shoppable posts also provide data that retailers can use to improve their social commerce techniques and straighten their ability to reach new customers with predictive analytics.<\/span><\/p>\r\n

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Instagram users can buy products and track orders right in chats with small businesses in the US.\u00a0<\/span><\/b>\u00a0<\/span><\/p>\r\n

\u00a0<\/span>A few years ago, Facebook launched \u2018Facebook Shops<\/strong>\u2019, enabling sellers to tag their products in live videos, allowing customers to shop in real time. Instagram also launched \u2018Instagram checkout<\/strong>\u2019 feature allowing shoppers to choose their products on Instagram<\/strong> and proceed to checkout without leaving the app. WhatsApp<\/strong> also rolled out its payment service in certain markets. More than ever, social networks are joining the underlying trend of commerce platformization.<\/span>\u00a0<\/span><\/p>\r\n

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YouTube has partnered with Shopify to let viewers purchase products without leaving its website.\u00a0<\/span><\/b>\u00a0<\/span><\/p>\r\n

\u00a0<\/span>The entire purchase process happens while the customer is watching a video, which means that YouTube<\/strong> doesn\u2019t lose nor visits or traffic. The fact that the customer can buy while still consuming entertainment, and even that the likelihood of buying is presented to him while consuming entertainment, shows us the speed at which consumption has advanced. And above all, we observe the rise of consumption completely oriented towards virtual channels<\/span>\u00a0<\/span><\/p>\r\n

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IKEA <\/strong>x<\/strong>\u00a0<\/strong>Pinterest<\/strong><\/p>\r\n

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The iconic\u00a0<\/span><\/span>Ikea<\/span><\/span><\/strong>\u00a0catalogue went digital.\u00a0<\/span><\/span>The company decided to give it a place on\u00a0<\/span><\/span>Pinterest<\/span><\/span><\/strong>\u00a0and built boards that allow users to search for inspiration and to shop, as all pins were linked to product and catalogue pages on\u00a0<\/span><\/span>Ikea\u2019s<\/span><\/span>\u00a0website to help them proceed to the purchase. The switch from paper catalogue helps users to do their inspiration research in a more personalized manner, and for\u00a0<\/span><\/span>Ikea<\/span><\/span>, it is a precious tool to learn about the users\u2019 preferences.<\/span><\/span>\u00a0<\/span><\/p>\r\n

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Kroger\u00a0<\/strong>x<\/strong>\u00a0<\/strong>TikTok<\/strong><\/p>\r\n

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America\u2019s biggest grocer<\/span>,<\/span>\u00a0<\/span>Kroger<\/b>,<\/span><\/b>\u00a0was one of the \ufb01rst to run a shoppable campaign on\u00a0<\/span>TikTok<\/b>.\u00a0<\/span>With the 2019 back-to-school shopping season approaching,\u00a0<\/span>Kroger<\/b>\u00a0searched for an opportunity to drive awareness and advocacy among a key growth audience: Generation Z.\u00a0<\/span>Kroger<\/b>\u00a0wanted to be top-of-mind as the go-to destination for not only great food but also as college student dorm room essentials.\u00a0<\/span>\u00a0<\/span><\/p>\r\n

To do so, Kroger used TikTok\u2019s shoppable \u201cHashtag Challenge Plus\u201d<\/strong> feature, which encouraged college students to show off their decorated dorm rooms. When users tapped on sponsored hashtag, they were led to a separate in-app Explore tab showcasing Kroger product and direct links to shop the items.<\/p>\r\n

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Adidas\u00a0<\/strong>x<\/strong>\u00a0<\/strong>Snapchat<\/strong><\/p>\r\n

Adidas<\/span><\/span><\/strong>\u00a0not only used\u00a0<\/span><\/span>Snapchat<\/span><\/span><\/strong>\u00a0to create a shoppable content<\/span><\/span>,<\/span><\/span>\u00a0but has raised the bar by creating shoppable-gami\ufb01ed content within the\u00a0<\/span><\/span>A<\/span><\/span>pp.<\/span><\/span>\u00a0<\/span><\/span>Adidas<\/span><\/span>\u00a0and sporting goods retailer\u00a0<\/span><\/span>Dick\u2019s Sporting Goods<\/span><\/span><\/strong>\u00a0created the very \ufb01rst Snapchat video game that enable<\/span><\/span>d<\/span><\/span>\u00a0mobile users to buy\u00a0<\/span><\/span>what they were seeing\u00a0<\/span><\/span>directly in<\/span><\/span>–<\/span><\/span>game<\/span><\/span>. <\/span><\/span><\/p>\r\n

The sport brand\u00a0<\/span><\/span>is not the only one using shoppable Snapchat features. In May, its biggest competitor, Nike<\/strong>, sponsored a shoppable Snapchat Lens<\/strong> for apparel as a part of its campaign around the U.S. Women’s Football National Team. <\/span><\/span><\/p>\r\n

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