Add-to-cart enables seamless purchases with a single click, reducing the number of steps between content discovery and purchase. This e-commerce solution can drive spontaneous shopping and larger baskets, which are both key in retail categories with slimmer margins.
SHOPPING BEHAVIOR IS CHANGING
The path to purchase is no longer linear. Thanks to increasingly personalized shopping, consumers are visiting different platforms, using multiple planning apps, and browsing at varying touch points before making a purchase. Even e-commerce shoppers are taking a less direct path to checkout. They aren’t just seeing an ad on Instagram and clicking “Add to cart” without first checking to see if their social media friends — or influencers — are using or talking about the product. This changing behavior demonstrates the need for personalized, meaningful interactions with brands to drive social commerce.