Social commerce spotlight: Pinterest sets the tone for social shopping models
As scrapbook site Pinterest proves itself a formidable presence on the social commerce landscape, it’s little surprise retailers are taking steps to emulate the model’s success.
The site has put a great deal of onus on imagery, so increasing numbers of reports are filtering across the web about the importance of product presentation. Some companies have only now been spurred into introducing digital catalogs, but better late than never, especially following findings that suggest an online, social, catalogs can spike traffic by as much as 40 percent.
Inevitably, though, Pinterest’s rapid take-off has sparked a number of similar sites. Take Shopcade, for example. Like Pinterest, users create scrapbooks of things they like, but everything on the site is available to buy. If, after sharing their scrapbooks, a friend makes a purchase, the original user gets a modest cut. CEO Nathalie Gaveau says the Shopcades userbase is growing 20-30% month over month, and notes that if that rate of growth is maintained she could be heading up strong Pinterest competition in the future. And why not? Like Pinterest, it’s scrapbooking and it’s social, with the added extra of scoring the user some extra cash. Who’s going to argue with that?
Elsewhere, we’ve Pinterest-style models embedded into Facebook, such as Glimpse, a social shopping app that some claim may yet prove to be a model of sorts for f-commerce. Borne of intensive collaboration with Facebook and the Open Graph, Glimpse matches products in its database with user Likes, resulting in a virtual store window with items liked by the user and their network. Of course, all activity shows up in newsfeeds, and in a not-subtle nod towards Pinterest, users can create catalogs of coveted items.
As MarketingLand notes, “This is probably the social shopping experience that Facebook should have itself created for retailers and brands.” Of course, Facebook didn’t have the product data to build this, but as more retailers take note of Pinterest’s success, and Facebook is increasingly motivated to fend off the competition, big-name brand collaborations supporting this kind of shopping platform will be inevitable.