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.
INFLUENCERS ARE DRIVING SOCIAL COMMERCE
50% of GenZ shoppers have clicked “Add to cart,” and completed purchases, after seeing an influencer's endorsement.
E-COMMERCE KEEPS GROWING
62% of shoppers have made online purchases in the last six months, across grocery, beauty, apparel, and entertainment categories.
SHOPPABILTY IS WHAT’S COOKING
39% of consumers make a purchase while searching for recipes.
Case Study: Family Movie Night for Major Studio Release
A studio wanted to drive online purchases of its movie during the COVID-19 pandemic. It partnered with a CPG food brand to encourage the inclusion of creative snacks. To inspire shoppers, Instagram influencers shared how they recreated the theater experience in their own homes — accompanied by the perfect movie and snacks.
The influencers shared multiple Story posts including a 'Swipe Up' feature. This add-to-cart feature drove viewers directly to their favorite retailer's site or app, and automatically added the movie and snack items to their cart.