App Annie’s most recent State of Mobile report found that worldwide downloads of Pinterest and Instagram grew by 50 percent and 20 percent, respectively, YoY.
Platforms are increasing their efforts in e-commerce with the expected acceleration. This was further supported by Shopify’s annual “The Future of E-Commerce report covering key global trends in the space.
One key finding from Shopify’s insights: At the height of the COVID-19 pandemic, 10 years of ecommerce growth happened in just 90 days. In addition, its important marketers note that it’s not just Gen Z and millennials fueling this shift—older shoppers also moved online during this period.
How many people have bought online? Shopify conducted a separate global survey in 11 markets. It found that 84 per cent of consumers purchased online during the pandemic. 150 million people also became first-time buyers of e-commerce. Shopify projects that ecommerce will grow as a proportion of global retail sales in the next five years.
This is your chance to have meaningful conversations with customers and make new experiences
Brands have the opportunity to create new experiences for consumers and build stronger relationships with them. However, this will also be a major challenge for digital marketers as the marketplace becomes more crowded and more competitive. Platforms are using emerging technologies to bring together the best online and in-person shopping experiences, and aid brands in their efforts cut through the noise. Pinterest recently enhanced the ability to compare and access products with the expansion of its AR ‘Try On’ tools.
New AR ‘Try-On’ Tools for Eyeshadow
The company launched lipstick Try-on Pins last year with select brands, and now its AR overlays can be applied to eye makeup. Lens allows users to access new, shoppable pins for eyeshadow highlighting products from various brands. Lancome? YSL? Urban Decay, NYX Cosmetics.
“Millions of people come to Pinterest every month to search for beauty ideas and inspiration. This is our latest step in bringing together the worlds of visual search and shopping as people come to Pinterest to shop early in their decision-making process, ready to discover new brands and products,” the company shared in the official announcement.
The eyeshadow tool can be used with existing lipstick tools. The eyeshadow shades can be used with any of the lipstick options to make them accessible to all skin tones. The platform will identify Pins as users test different eyeshadow colors. This will make it easier to find the right shade for you and allow you to make a purchase.
Our smartphone cameras have improved object detection and AR functionality. This, coupled with catalog uploads, creates additional engagement and interaction options. It also allows for better product promotion, which is a key update from Pinterest.
Expanded product tagging
Pinterest released updates to its product tag functionality in October 2020. This would allow merchants and photographers to tag images of their scene with specific products. Pinterest is expanding this beta phase to include more advertisers and creators. Pinterest reports that Pinners are 70% more likely than others to show shopping intent for products tagged in scene photos, compared to standalone Product Pins.
“The future of shopping will rely on online shopping experiences that are similar to that of in-store and complement that joy we find in browsing, seeing curated collections, and trying on products until we find what’s best for us.”
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