Big Box Retailers Don’t Buy Into Social Commerce

Over the past year, social shopping has grown significantly (26% vs. year ago), and many platforms have added options for consumers to purchase directly from their social network of choice. However, despite this growth in popularity and the development of social network commerce buttons, many brands are not utilizing these options --"just over half of index brands active on Facebook utilize the platform's 'Shop Now' button, only a quarter have adopted Instagram's 'Like2Buy' feature."

Instagram is also exploring this space with its partnership with ShopStyle.It and LIKEtoKnow.it, platforms which allow consumers to purchase products through a third party. Unlike Facebook and Twitter, Instagram isn't a one-click experience and requires more effort.

Given the popularity of these features, and the consumer's mobile usage and desire for convenience, it is interesting that many big brands have not signed on. Only time will tell the impact these social commerce features will have on early adopters.