
Kaya Yurieff
“Plenty of people buy things they’ve seen on social media. But many of those transactions are happening outside of social apps, like by visiting a retailer’s website or offline. No social platform has cracked an easy check out experience right from their own app. TikTok has been stepping up efforts to push its new shopping features, but they could risk alienating users by inundating them with shopping content, when many are there for entertainment.
A few elements are at play, including trusting social networks with sensitive information such as payment data, and making the experience of shopping on social as good as on a retailer’s website, such as being able to see sizing, reviews and other information in one place. But most importantly it’s not a user behavior that’s normal in the US yet, and that takes time to adjust. For now, consumers are happy to take inspiration from social media or check out outside the platform.”
Creator Economy Reporter – The Information