It’s already easy to shop for items discovered on Instagram. But recently, Instagram announced a feature it is testing that allows customers to pay for and manage orders directly within the social platform.
This new feature is both good and bad for retailers. The good: ease of purchase. The bad: Retailers won’t gather as much data about shoppers.
The lack of data is the larger problem and will continue to make brands more dependent on the social platform. Brands should continue to be cautious and make sure the company can survive if Instagram or Facebook were to shut down tomorrow.
– Emily Reeves Dean, Cranford Co.