Will Instagram’s shoppable-photos strategy finally usher in social media sales?

Mobile Commerce Daily – Kate Spade, JackThreads and Warby Parker will be the first to usher in Instagram’s major move to commerce, allowing users to shop products featured in photos in a way that mirrors user behavior, which could mean social media shopping may finally see the adoption rate previously expected.

Instagram is capitalizing on its users’ behavior by making it easier to shop products directly in the news feed with product pages that retailers can tag in their photos. After the anticipation of the buy buttons rush fell flat to the disappointment of retailers, Instagram’s unique experience may usher in sales and create a platform that ushers in mobile sales through an application that most mobile users are on.

“This is another example of social media platforms inventing more convenient ways for consumers to shop and buy,” said David Naumann, vice president of marketing at BRP. “With the proliferation of smartphones, consumers have elevated their expectations for convenience.

“While some retailers have been very innovative with new mobile apps and cool features, the challenge is that consumers only want a limited number of apps on their phones,” he said. “Consumers will only download apps if they are loyal or frequent shopper of the brand.

“The new Instagram features will enable retailers to extend their brand beyond they loyal fans.”

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