In-feed shopping: A new frontier for e-commerce

Consumer shopping behaviour has undergone tremendous changes in the past few years. Brands are constantly trying to find innovative ways to make the shopping experience more seamless, engaging and personalised. Integration of e-commerce into social media platforms helps brands tap into the user segment who research products on social channels. According to the GlobalWebIndex, around 54% of social browsers scout for products using social media. Businesses can utilise this extensive user base and engagement levels by incorporating e-commerce functionalities within their social media platforms to facilitate transactions through shoppable posts and user-generated content.