Sephora’s move to Instagram checkout is a further indication of the growing importance of social commerce, especially as brands attempt to meet young consumers where they are.
Launched a year ago with twenty brand partners, including Adidas, Nike and H&M, the social platform’s commerce feature has since continued to attract new retailers, including Abercrombie & Fitch and Target.
“Our clients engage with social media in so many ways, like drawing inspiration from the community, getting tips from experts or learning about new beauty trends so we’re always looking for new ways to enhance that beauty journey,” – Carolyn Bojanowski, Senior Vice President & General Manager of eCommerce at Sephora.
