PopSugar has announced a digital tool designed to help retailers and brands boost e-commerce conversions through Instagram Stories:
, designed to help digital retailers and brands boost e-commerce conversions through Instagram Stories, per Digiday.Sparkle will enable e-tailers and brands to build fast-loading mobile-first pages that display a collection of products, and will launch as a subscription product later this month. So far, five retailers — including Amazon and Walmart — have been integrated into the tool, with more, including smaller e-tailers and digital brand partners, to be added post-launch.
For example, if an Instagram user swipes up on a Story, and a product page doesn't load quickly enough, the user is more likely to abandon it, leading to lost potential sales. In fact, PopSugar noted this behavior among users on the publisher's own Instagram Stories, which motivated it to create the faster-loading format.
Tools that simplify social shopping will help further popularize the behavior with users, and we think Instagram will be the big winner of that trend. Beyond Instagram and other social platforms' own moves to enhance the in-app shopping experience for users, digital tools like Sparkle that facilitate mobile and social commerce are likely to proliferate as publishers, agencies, or even brands themselves look to boost returns.
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