In its recent State of Mobile report, App Annie found that global downloads of Instagram and Pinterest worldwide increased by 50 percent and 20 percent, respectively, compared to the same period last year.
With the acceleration of e-commerce continuing, platforms are rightly doubling their space efforts. This was further supported by Shopify’s annual report “The Future of E-Commerce Covering Key Global Trends in Space.
One key revelation from Shopify’s insights: At the height of the COVID-19 pandemic, 10 years of e-commerce growth happened in just 90 days. In addition, its important retailers note that it’s not just Generators Z and millennials that are the impetus for this change – older customers have also moved online during that period.
How many people bought online? According to a separate global survey in 11 markets organized by Shopify, 84 percent of consumers shopped online during the pandemic, and 150 million people became e-commerce shoppers for the first time. Looking ahead, Shopify projects e-commerce as a percentage of total global retail sales will also grow over the next five years.
Opportunity for new experiences and significant consumer connections
This ultimately means for brands it is an opportunity to create new experiences and encourage more meaningful relationships with consumers. It will also be a wind for digital marketers and brands as the landscape becomes more crowded and competitive. In response, platforms use emerging technologies to bring together the best online and personal shopping experience and help brands in their efforts to reduce noise. Recently, Pinterest has increased its ability to access and compare products with expanding its AR ‘Try On’ tools.
New AR ‘Try-On’ eyeshadow tools
Last year, the company rolled out Try on Pins lipstick with select brands, and now its AR layers are applied to eye makeup. Powered by Lens, users can access new blinds that can be purchased and highlight products including brands Lancome,, YSL,, Urban decay, i NYX cosmetics.
“Millions of people come to Pinterest every month looking for ideas for beauty and inspiration. This is our latest step in bringing together the world of visual search and shopping as people come to Pinterest to shop early in the decision-making process, ready to discover new brands and products, ”the company shared in an official announcement.
Trying on eyeshadow can be used in conjunction with pre-existing lipstick tools. In an effort to prioritize approach and inclusiveness, eyeshadow shades are integrated into a variety of skin tones, as is the case with lipstick options. As users test different eyeshadow colors, the platform will identify the pins based on your preferences, helping to simplify the process of trying out eyeshadows in stock and purchasing.
Developments in object detection and improved AR functionality on our smartphones paired with catalog transfers not only create additional engagement and interaction opportunities, but also enable improved product promotion, linking to another key update from Pinterest.
Extended product labeling
In October 2020, Pinterest unveiled updates to its product tagging feature that will allow retailers to tag their own images of the scene with accurate products. The company is now expanding this beta phase to include more advertisers and, in the coming months, creators with expanded product labeling. According to Pinterest, 70% more likely pinners will show intent to buy on products tagged in scene pictures than on stand-alone product pins.
“The future of shopping will rely on online shopping experiences that are similar to shopping experiences and complement that joy we find in browsing, browsing selected collections, and trying out products until we find the best for us.”
Join 100,000+ fellow marketing professionals who improve their skills and knowledge by subscribing to our weekly newsletter.