Shopping on Instagram becomes the norm
The latest addition to the world of Instagram is meant to bring shopping in the app closer to users worldwide. For Roger Hämmerli of Andy Was Right, the update has mainly brought annoying misclicks. But he's still sure: It's here to stay.
How much social fanatics, tech enthusiasts and bloggers were talking about Facebook Marketplaces back then. They called it an unnecessary and completely pointless feature - and yet: Facebook Marketplace is still here and enjoying growing popularity. But how could this happen? Many were sure that it would be a complete failure.
Well, Facebook has evolved as a platform. According to Facebook founder and Silicon Valley icon Mark Zuckberg, it's supposed to be a place where people exchange ideas and close spatial distance. Whether the platform still does this is something I'll deliberately leave open for another column, but hopefully we can all agree that we behave very differently on Facebook today than we did five or six years ago.
It is precisely this change in our behavior that allows new features to slowly settle in. The Facebook Marketplace wasn't a big hit right from the start. But the high user density and free accessibility in particular gave many users the idea: "I could actually give Facebook a try. It can't do any harm. No sooner said than done - and yes, I too confess to being a marketplace seller who has already sold a few "old" tech gadgets from his own collection to a new owner. Faster and easier than on other comparable platforms.
As on Facebook - so on Instagram?
Well, if it works on Facebook, it doesn't have to work on Instagram at the same time, right? True. But Instagram is the optimal visual foundation for a shopping app from the ground up. Users still prefer aesthetics, beautiful images, and no longer have any fear of contact with brands or products due to the increasing number of influencers and brands represented on Instagram.
This can create a smooth transition in the user journey when shopping, which takes place on the same visual from the first impulse to the purchase - without annoying clicks that dull the buying experience or make it easier to order on the PC after all. And convenience is king for the user, as long as the trust is there.
Is Instagram shopping currently mature? Nope. But that doesn't change anything about the correctness of the approach. If I'm currently still getting "editor picks" from U.S. stores, it's because there are still too few local providers. However, this is only a question of time. Once enough renowned local players are represented for the first time, trust will follow, and purchases will follow.
In the end, consumers will have another simple shopping channel and Instagram will become the big e-commerce competitor to the Amazons of this world. Facebook's current and past acquisitions and partnerships leave no doubt: Instagram should be able to map the complete shopping experience. And for users, it will be a simple question: Where do I shop in the most uncomplicated way?
* Roger Hämmerli is managing director at content newsroom "Andy Was Right."
