The arrival of mobile search and social buy buttons are both an opportunity and a threat to online retailers — and will force them to get product content right.
GetElastic connected with Mike Lapchick, product content expert and founder and CEO Shotfarm to answer the big questions around buy buttons and product content.
How will selling direct through social channels be different than traditional e-commerce and mobile-commerce?
Until just recently, the extent of social network commerce was limited to referral traffic. Facebook, Pinterest, or Twitter was the place for product reviews and sharing. Social platforms would direct consumers to the retailer’s product page for detailed information and purchasing. Now, with the upcoming launch of “buy” buttons on Twitter and Facebook, consumers are going to have purchasing power right from the social network’s site.
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