Hitting back at iOS14. That’s probably why Facebook is doubling down on in-app shopping.
And they aren’t the only ones…
Why in-app shopping matters?
When a user completes a purchase on their native Shop, Facebook tracks the whole purchase journey, harvesting that juicy data that turbocharges your campaigns.
The last push was giving advertisers the option to direct ‘approximately 10%’ of the traffic from Conversion campaigns to their Facebook and Instagram Shops instead.
At the moment, you can implement in-app purchases on:
- TikTok
Probably, the next one will be Pinterest. It’s the last e-commerce oriented platform without this feature. Therefore, the question: Is in-app shopping going to take over?
Well, there are two opposite forces at the moment, hence it’s hard to say:
Big tech is trying to vacuum brands onto their platforms.
Companies trying to be as independent as possible from the big guys, building their own email lists, SMS list, content assets and go as far as creating their own apps.
What should you do?
Test in app-shopping. And if it brings new customers for cheap, invest in it.
But try to not become dependent on it.
