Shoppable media
This article is part of a series of articles from the WARC Guide to shoppable media. Read more.
Why it matters
The integration of commerce with social content promises to dramatically shorten the consumer path to purchase, but it is not without potential drawbacks – not least the data that brands will likely lose to the platforms on which the sale takes place.
Takeaways
- Brands can gain an advantage by engaging ‘findable’ and ‘buyable’ audiences in the same channels, although higher transactional costs on platforms like Facebook need to be factored in.
- Shoppable media requires additional...