Are Shoppable Posts Clicking with Consumers?

Companies like Poly and Kate Spade are using shoppable posts on social media to create shortcuts in the buyer journey

By Ryan Dinger

Since first appearing on Facebook and Instagram in 2016, shoppable posts have only grown, fully rolling out to 46 nations on both channels in 2018. Twitter, YouTube, and TikTok each began testing shoppables last year. As consumers' online behavior evolves, are they taking the shortcut to the shopping cart, or is the URL path to purchase as long as ever?