By Nathalie Nahaï

One of the most tricky challenges businesses face in this arena is how to avoid eroding trust when they attempt to convert people on platforms used primarily for social interaction. Image-led platforms such as Instagram, for instance, are potentially a great fit for encouraging users to cross the threshold into paying customers, not least because typical browsing behaviours tend to be driven by the desire to consume, albeit visually as opposed to financially. In such instances, facilitating a purchase directly through the platform can work as a natural extension to the user journey because it provides an additional step that Read full story ›

Source: Marketing Week