In-app purchasing on social media is convenient. Not only do you have access to millions of potential customers, you can sell to them without disrupting their social experience. That’s the main advantage.
However, this benefit also has a downside. Are consumers truly looking to shop when on social media? One would argue that higher shopping intent would exist in the actual online store. On social media, people are generally looking to connect with friends and family, hear about the latest news, watch humorous and/or inspiring videos, and gain initial top-of-funnel interest in products that would lead them to enter a shopping environment, the online store.
