The best way to Unlock the Retail and Advertising Potential of Instagram Buying | Video

This #BoFLIVE event was based on the article “Why Instagram is still not a shopping destination”. Click here to read our full analysis.

Instagram is expanding its e-commerce functions, most recently by expanding its checkout function. New updates were first introduced in 2019 and are designed to make it easier for brands to make in-app purchases easier. But even with these updates, Instagram essentially serves as a digital window shopping experience for brands rather than a shopping experience.

In the latest #BoFLive, Deputy Editor Brian Baskin talks to BoF Correspondent Cathleen Chen and Senior Editor Alexandra Mondalek, as well as Amira Rasool, founder and CEO of the luxury African and diaspora e-commerce platform The Folklore, about how Instagram is a popular one Shopping platform for brands and consumers with its e-commerce expansion.

Even though Instagram has invested in new shopping tools, brands feel that it still doesn’t offer as immersive an experience as their own platforms – and therefore can’t generate the same amount of sales. “In my opinion [Instagram] really limits research and discovery of more products and more biases because Instagram is much harder to surf than our actual platform, ”said Rasool. Although the social media platform facilitates viral article trends, Chen said, “here it is” [brands say] Instagram checkout comes into play [when] You want to capture this desire for instant gratification. “

On the subject of matching items:

Why Instagram is still not a shopping destination

What Facebook’s new tools mean for the influencer marketing industry

Instagram’s ecommerce plans are bigger than you think

To participate in #BoFLive, BoF’s digital events series that offers insights, advice and inspiration, visit our calendar for details on upcoming digital events.

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