Social commerce continues to show promise, but it hasn’t quite reached mainstream acceptance. Despite being highly influenced by online research, millennials seem resistant to direct-through-social purchasing. Still, Instagram recently announced changes that aim to streamline social shopping and make the process less daunting.
Some of the major hurdles to social shopping include a lack of trust in the purchase systems and a general lack of familiarity with social shopping. Instagram’s new shopping options are an expansion of a pilot program launched last year that enables users to tap the logo to access details on products in photos and go directly to purchase pages.
The idea is to remove obstacles to purchasing items, give users all of the information they need about those products within Instagram and take them directly to the source website to make the purchase.
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