The influx of new features over the past few years on Facebook and Instagram have expanded social platforms from pure brand awareness tools into bona fide commerce channels. Instagram has led the charge on commerce-related functions, with constant updates and iterations such as shoppable stickers in Stories and dynamic shoppable ads in the feed. Facebook, on the other hand, has remained stagnant: its variety of commerce offerings has scarcely changed since last year. However, both platforms have witnessed an increase in brand adoption in its commerce features.
The Social Platforms & Influencers 2019 report found that one-fifth of analyzed brands have shoppable Facebook pages, a 24% increase in adoption from last year. In comparison, 59% of analyzed brands employ shoppable pages on Instagram—43% higher than last year’s study. Department stores lead in shoppable pages adoption on both platforms: 100% of analyzed brands on Instagram and 41% on Facebook.
Instagram Stories has seen the highest adoption of commerce features: 80% of analyzed brands consistently utilize the swipe-up function. On average, analyzed brands posted about six Stories a day. One-third of these analyzed Stories incorporated the swipe-up feature. A majority of analyzed Stories (81%) swiped up to brand site links. Last year, category pages were the third most linked to within the Stories platform, placed after both guided selling and product pages. This year, 42% of swipe-up links directed users to category pages while 33% led to product pages.
Linking to category pages instead of product pages exposes users to a broader variety of a brands’ products. While Stories have become an industry standard, only 5% of analyzed Stories used the recently introduced shoppable Stickers function—an indication the opportunities for enabling commerce remain.