Is Instagram shopping what social commerce has been waiting for?

Following the launch of Instagram Shopping in 8 new markets (Canada, Brazil, UK, Germany, France, Italy, Spain and Australia), this piece from WM Commerce analyses the news and its implications for brands’ purchase journeys.


If there’s one thing we know about consumer behaviour in the online environment, it’s that the attention span of the average shopper is rapidly moving to zero. Having to take additional steps, or having to wait, are factors that can lead to the consumer deciding that Amazon Prime is just easier. In fact, 53% of mobile users abandon a purchase if a website takes over 3 seconds to load (source: Google 2017). This highlights the immense pressure for brands to deliver seamless ecommerce experiences. It’s no surprise then that the platform to make a formidable attempt to resolve this, is one of the most consumer-centric ones: Instagram. They’ve recognized that shoppable content on social platforms, which reduces the extra steps consumers have to take, is a winning formula. Instagram Shopping was initially launched across the US in March 2017, the rollout to eight additional countries marks a critical moment in the maturity of social commerce and will become a staple feature of owned media.