What did the social fanatics, tech enthusiasts and bloggers tear their mouths off about Facebook marketplaces back then? It was described as an unnecessary and completely pointless feature – and yet: The Facebook marketplace is still here and is enjoying growing popularity. But how did that happen? Many were sure that it would be a huge blow.
Well, Facebook has evolved as a platform. According to Facebook founder and Silicon Valley icon Mark Zuckberg, it should be a place where people can exchange ideas and close spatial distance. Whether the platform is still doing this, I’m deliberately leaving it open for another column, but hopefully we will all agree: We behave very differently on Facebook today than we did five or six years ago.
It is precisely this change in our behavior that enables new features to slowly establish themselves. The Facebook marketplace was not a big hit right from the start. But above all because of the high density of users and the free accessibility, the thought arose for many users: “I could actually try it on Facebook. It can’t do any harm ». No sooner said than done – and yes, I too come out as a marketplace seller who has already brought some “old” tech gadgets from his own collection to a new owner. Faster and easier than on other comparable platforms.
Like on Facebook – like on Instagram?
Well, if it works on Facebook, it doesn’t have to work on Instagram at the same time, does it? Right. But Instagram is fundamentally the optimal visual basis for a shopping app. Users still prefer aesthetics, beautiful pictures and, due to the increasing number of influencers and brands represented on Instagram, no longer have any reservations about brands or products.
This can create a smooth transition in the user journey when shopping, which takes place on the same visual from the first impulse to the purchase – without annoying clicks that spoil the shopping experience or make it easier to order on the PC. And convenience is king for the user as long as there is trust.
Is Instagram shopping currently mature? Nope. But that doesn’t change the correctness of the approach in essence. If I am currently being offered “editor picks” from US shops, it is because there are still too few local suppliers. However, this is only a matter of time. When enough renowned, local players are represented for the first time, trust follows and purchase follows.
In the end, the consumer will have another simple shopping channel and Instagram will become the big e-commerce competitor of the world’s amazons. Current and past acquisitions and partnerships with Facebook leave no doubt: Instagram should be able to depict the entire buying experience. And for the user it will be a simple question: where is the easiest way to shop?
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