The new component unlocks a powerful set of commercial capabilities inside web stories. This is super important as Google announced last week that mobile search results will become easier to "explore a subject" visually, including web stories Author: Frederik Van Lierde ● Oct 13, 2022 ● 2 minutes read
Customers are more and more comfortable with the idea of using social media to shop. Millions of people are scrolling on social media platforms like Facebook, Instagram, TikTok,... to get daily inspiration.
What is Social Shopping?
Instead of simply posting product images on social media to generate traffic, social shopping goes 1 step further. Social Shopping lets you tag the products and allow the customer to buy directly from the content.
Social Shopping and Web Stories
Web Stories have now also a component to create shopping experiences. Adding interactive pages with product tags and a shop now CTA button The new component unlocks a powerful set of commercial capabilities inside web stories. This is super important as Google announced last week that mobile search results will become easier to "explore a subject" visually, including web stories
Advantages for users?
Allows users to browse and explore products within a Web Story
The consistent UX and distinct final call to action ensures users can safely learn about a product without leaving the context of the Web Story
Advantages for Brands?
Enables easy, low-effort tagging of shoppable products within a Story
Add richer context (e.g. link to reviews) to help drive the decision to buy
Retain control over the destination of the buy link and can monetize via a store or affiliate program of their choice
Disadvantages
To use the component you need to have some technical knowledge, as you need to provide/link a JSON file to your web story. Not everyone is tech-savvy. The solution by Web Stories Today is easier. The idea of web stories is that Marketing teams can build them, not the IT team. Web Stories offers a Swipe Up (a standard feature of web stories) and you can add a CTA button with the title the price and a link to the product page.
Conclusion
We love the idea that web stories have a shopping feature, as we believe web stories are an important part of the shopping experience and as well an important part of the eCommerce marketing strategy. When Google discover shows your web story, extra sales are guaranteed. Said that, the component is big & tech heavy, and you should check out the solution of Web Stories Today as well before you jump in.
