In what may be the next stage of social commerce, both Instagram and Snapchat are trying to make shopping in Stories a thing.
Earlier this week, Instagram announced that brands like adidas, Aritzia and Louis Vuitton will sell products via Stories. Users can click a shopping bag icon to see more product information, price and be taken to the brand's site if they want to buy what they see.
Meanwhile, Digiday reported that SeatGeek has begun selling live event tickets through Snapchat Stories, starting with Major League Soccer's Los Angeles Football Club.
These are just two of the latest attempts to re-invent social commerce. Even though platforms like Facebook haven't exactly proven their worth as a lower-funnel sales tactic, marketers haven't given up on trying to sell goods and services to social media users.
Instagram vowed that Stories would be a “place of action,” not just a source of inspiration. Most studies show that social media is more used for discovery than transacting, though. According to Facebook's own research, 33% of Instagram users worldwide said they become more interested in a brand or product after seeing it on an Instagram Story. It's anyone's guess where Instagram's users might buy the product they see (though it's likely a brand's website or even Amazon).
What's more, according to "The eMarketer Ecommerce Insights Report," conducted by Bizrate Insights in May 2018, 17.0% of US internet users surveyed bought a product they discovered on social media, with 29.2% of those ages 18 to 29 doing so.