Do you know that as per Statista, social commerce revenues are expected to surpass 1 trillion dollars by 2028 from the $570B of 2023?

While businesses are relying on social media platforms right now, there is a significant gap around access to critical data and user behavior insights. By focusing on selling via social media platforms you are wasting the opportunity to enhance conversion by building an audience within your app. You can take your in-app purchases to the next level with the help of brand as well as user-generated content all of which can be built with one feature - shoppable feed.

This blog will explore how to address this gap and capitalize on the benefits of having a shoppable experience directly within your app. We’ll explore the concept of a shoppable feed and the benefits of having the feature in your app and elaborate on it with the example of a successful venture. We’ll also discuss the features required for building a similar experience in your app and available options for the same. Let’s dig in:

Introduction to Shoppable Feeds: Superiority Over Regular In-App Purchase Experience

Shoppable feeds are an innovative way to enhance user engagement and boost sales by integrating seamless shopping experiences within visual content. The key difference between regular shopping vs shoppable feed is the blending of content and commerce.

Instead of just having products with their regular information and description etc., in-app shoppable feed allows brands as well as existing users to create content that links directly to a product making it, yes you guessed it right - shoppable feed. Think of having an Instagram-like shop but a lot more interactive and within your app so you are not dependent on a 3rd party platform for the social, interactive shopping experience.

Before we talk about it with an example, let me talk about it from 2 angles — examples of how businesses in different industries can implement it and the general benefits of having a shoppable feed for the ultimate in-app purchase experience: 

Example Use Cases For Integrating Content-To-Commerce Experience

Say you run a fintech venture on personal investing. Having a buy button for the stocks being recommended in the video is one way to implement it and boost in-app purchases with the help of the content-to-commerce model.

If yours is a health tech venture, the option to book a consultation with the nutritionist for a personalized diet plan is a way you can go about it.

For ed-tech it can be buying a course, for SaaS apps, it can be buying an add-on, etc.

Benefits of Integrating Transactional Features In Content

1. Enhanced User Experience: Users can browse, discover, and purchase products based on the recommendations and experience of other users without leaving the app. Brands can also bring in their influencer collaborations within the app that can further enhance conversion. Shoppable feeds are specially for lifestyle, fashion, and any other categories where the same product may not result in different results for different users. In such cases being able to see the experience of other users who have similar needs and characteristics can be extremely helpful.
2. Enhanced Conversion: Direct access to engaging content, makes it more digestible, provides better information and details and thus reduces friction in the buying process, leading to enhanced conversion rates.
3. Better Data Insights: Hosting the shoppable feed within your app provides valuable insights into user behavior, preferences, and interactions, which can be leveraged to refine product offerings, improve in-app user journeys, and update marketing strategies.
4. Brand Loyalty: Offering social interaction and validation combined with a unique and convenient shopping experience can increase brand loyalty and encourage repeat purchases.

The GoodGlamm Group: Playbook On The Success Of Content-Led Commerce

The GoodGlamm Group is a leading Southeast Asian conglomerate that made its first major footprint in the USA with the launch of WYN BEAUTY by Serena Williams. The brand has successfully implemented a content-to-commerce strategy through the different brands under its umbrella. As the brand grew, they focused on bringing this experience to a single place through the MyGlamm app. Here is a breakdown of the features that the brand implemented to improve the in-app purchase experience through shoppable feed:

User Reviews With Product Tags

The brand encouraged users to tag the product along with images while sharing their experience. This made it easier for other users to be able to relate, review, and purchase based on the experience of others, all in one place.

Live Videos and Workshops

The brand conducts live workshops with their own products for complete makeup looks, skincare routine-building guides, etc., making product selection easier for users based on their needs, budget, skin type, etc.

Product Selection Polls

The brand has added an option for their users to conduct polls within app to help users get feedback and input from other buyers leading to increased in-app purchases.

Engagement Features For Each Post

Every post category has in-built engagement features such as likes, comments, and 3rd party sharing. While the first two boost in-app engagement, 3rd one helps the brand enhance it’s visibility on other platforms through social sharing, creating an organic channel to bring new users in.

The In-App Purchase Boost

If you pay attention, there is a pattern here. Every in-app engagement feature that the MyGlamm app has product tagging as a common denominator. By focusing on having this capability in their app, the brand has been able to make it easier for users to share their experience and for other users to benefit from it. For a business with multiple brands under its umbrella and an extensive range of product offerings, this is a critical component of strategy since this helps them understand their best and worst-selling products, identify demand for new products, and discontinue the low-demand products.

This one feature can substantially enhance conversion within the app while also providing data for the best utilization of business resources wrt their offerings.

Essential Features for a Shoppable Feed

Now that we have established the utility of shoppable feed, let’s look at some of the key features to ensure it is engaging, user-friendly, and conversion-focused. Since we are focusing on improving in-app purchases with the help of user-generated content that creates higher credibility and relatability, here are some must-have elements to encourage content creation in a shoppable manner:

1. Product Tagging With Name And Description: Displaying the product name and a brief description with the post helps users quickly understand what the product is and if they want to know more about the experience of prior buyers.
2. Multiple and Swipable Images and Videos on the Product Page: High-quality images and videos allow users to see the product from different angles and in action, which can help in making informed purchase decisions.
3. Reviews & Ratings: Having the option to show ratings for the particular product along with other summary reviews allows interested viewers to build further confidence about the product, enhancing conversion possibilities.
4. Option to Save for Later: A lot of times users tend to window shop. Having the option to save for later allows users to come back and purchase when they are ready.
5. Recommendations of Similar Products: Suggesting similar products based on the user’s browsing history can increase the likelihood of additional purchases.
6. Product in Cart Reminder: This is an extension of the regular shopping experience but adding “product in cart” or saved list reminder for the shoppable feed, can further help reduce cart abandonment and encourage users to complete their purchases.

Building In-House vs. Integrating Third-Party Solutions

When it comes to developing a shoppable feed, businesses have two main options: building in-house or integrating a third-party solution. Each approach has its pros and cons.

There are some deciding factors for any kind of feed feature when trying to select between Build Vs Integrate that have been discussed in detail in the blog linked here. For now, let’s discuss the factors in brief:

Building In-House

Pros

- Full control over design and functionality.

- Seamless integration with existing systems and data.

- Ability to customize and scale as needed.

Cons

- Higher initial development costs

- Requires ongoing maintenance and updates.

- Longer time to market.

Integrating Third-Party Solutions

Pros

- Faster implementation and time to market.

- Lower upfront costs.

- Access to advanced features and technologies without needing in-house expertise.

Cons

- May provide lesser design and customization depending upon the vendor

- Potential for integration challenges.

Conclusion

In-app shoppable feeds are a powerful tool for improving in-app purchases by providing a seamless and engaging shopping experience. By understanding the key features needed and weighing the options of building in-house versus integrating third-party solutions, businesses can make informed decisions to best meet their goals. Embracing this technology can bridge the gap between engaging content and seamless shopping, enhancing conversions and fostering greater customer loyalty.