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.