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E-commerce Compact #13: New Shopping Features for Instagram & Pinterest

21.06.2021, 4m

What's new in the world of e-commerce and online marketing? In this edition of E-commerce Compact, we'll take a look at some new features that Instagram and Pinterest recently introduced to expand their social commerce options. Also, find out about Google's partnership with Lightspeed to boost traffic to local stores. Finally, keep reading to learn about the findings of a study revealing what European customers expect and prefer in terms of logistics. 

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Instagram ‘Drops’: How users discover your products

Instagram has been pursuing a push towards social commerce for quite some time now. 

The Facebook subsidiary, Instagram, has now launched ‘Drops’ in the Shop tab. With the Drops feature, users can get to know about products that the brands they follow have recently launched. 

These products can, of course, be purchased directly in the app. 

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Source: TechCrunch

The Drops feature is essentially a showcasing function for product releases of the brands or influencers an Instagram user follows. 

For now, the new shopping feature is only available for US app users. 

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A series of new shopping features for Pinterest

Pinterest wants to offer its users a real shopping experience and have therefore introduced a series of new functions. 

Pinners (Pinterest users) in Canada, Australia, Germany and France can now shop directly within the Pinterest app. 

When opening the close-up view of a pin, products and shopping categories will be displayed in the pin image. 

Another new feature is the new Shop tab that will show nothing but products that users can actually purchase in the search results. The search can be easily customised using filters for price or brands.

With Pinterest Lens, users have already been able to take a photo of an object in their surroundings and receive suggested pins based on it. Now, there is an extra shopping tab for Pinterest Lens, where products that resemble the photo taken are displayed and can be purchased immediately. 

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Users have already been able to save products they liked on the platform. In order to make finding products again easier, the shopping list feature was also introduced. With this, the platform automatically groups all of the pinned items in one place to make it easier to find and, of course, buy them. 

Users will also receive a price drop notification when a deal on products they’ve saved is offered. These functions will first be available in the US and UK, but rolling out to Australia, Canada, France, and Germany later this year as well. 

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Source: Pinterest 

In addition, a new shopping mode on saved pin boards will be rolled out. In the new section, users can browse through various products that appear in their saved pins or are inspired by them.

The platform is also expanding a series of tools to help retailers and advertisers, thus launching a Verified Merchant Program (in the UK, Canada, Australia, Germany, and France), as well as a shop tab to integrate in the brand’s profile, and the product tagging feature in Canada, Australia, Germany, and France.

“People have always come to Pinterest to shop - they use Pinterest to discover new ideas and actively consider what to do or buy to bring those ideas to life. We want to help users to find products just right for them and feel confident that they've made a solid choice from reputable merchants with a seamless shopping experience. We’re excited that Pinterest users in more countries will now be able to go from inspiration to purchase anywhere on Pinterest, bringing us one step closer to our goal of making every Pin easy to shop.”

-Dan Lurie, Global Head of Shopping Products at Pinterest

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Study reveals customer preferences in logistics 

Seven Senders (a shipping platform in Europe) in collaboration with market research company, YouGov, has surveyed around 8,600 online shoppers in France, Belgium, Germany, the UK, Italy, the Netherlands, Spain, Austria, and Switzerland.

The study took into account and analysed all the steps of an ordering process. The study showed: 55 percent of the respondents think of delivery costs as the most important argument when it comes to choosing an online shop. 

Surely, this doesn’t mean that shipping costs should be avoided when operating your own online shop, but it’s clear that customers have different expectations depending on the country of destination. 

For sellers, this information is very valuable. Knowing where in the journey buyers reject shipping costs or where or under what circumstances they accept them - order value, etc. - allows them to adapt their prices as well as their delivery and shipping conditions.

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The study also shows that sustainability is an important issue for online shoppers. However, depending on the country, the expectation and the understanding of sustainable shipping varies from country to country. 

87% of those surveyed said they accept and assume longer delivery times when they know that the shop isn’t based in their country.

In terms of delivery time in the different countries, there are again differences in what customers expect. 

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