While social media sites embrace shopping features, e-commerce brands are also turning the tables to operate their shopping platforms as social media pages. The latest to do so is Verishop, which remodeled its app to operate as both a social media site and shopping platform.
Verishop’s social shopping app allows brands and consumers to post and connect with each other. With a new social spin, the site could help the over 1,000 independent and well known brands in its mobile roster engage consumers in a way they traditionally cannot on social media. For example, Verishop now allows brands to post and promote their products, interact with and follow consumers, and create boards centered around themes and collections. The comprehensive update could help brands reach younger consumers, particularly as more than 65% of Verishop shoppers are under 35. These young users also have more freedom with Verishop’s app remodel, including the ability to share curated collection boards and follow specific brands. Additionally, app users can post their own videos or pictures and tag brands that have products featured in the images. The updates allow shoppers to share personal style choices and promote their loyalty to specific brands, which could boost engagement and awareness for those companies.
While many of the new features echo popular social media feeds on Instagram or Pinterest, Verishop took a few pages directly from both powerhouse platforms’ playbooks. Namely, a “For You” page and a “Following” feed that show users personalized and suggested shoppable content based on artificial intelligence data. The pages will only show products thought to be enjoyed or similar to a user’s style, which could help increase the chances of sales as half of consumers are drawn to brands that offer customers product options, according to a Gartner report. By updating its app, Verishop could help consumers “window shop” through their phone, particularly as traditional brick and mortar browsing remains inadmissible during the pandemic. Additionally, the features allow Verishop to level itself against veteran social media sites, which lately have leaned into shopping features. For example, Pinterest launched dedicated “Shop” tabs, Instagram added shopping capabilities to Reels, Snapchat created profiles for designers and retailers, and TikTok introduced shoppable livestreams all in 2020. The prominence of weaving in shopping with social media could make mobile shopping the go-to experience for consumers.
The widespread effort to enmesh social media with shopping shows that consumer demand for social commerce is rising, and as such, now is the time for brands and retailers to step up their offerings.