Social Shopping's One-Tap Payment

Shopify has connected its unified payment system Shop Pay to Facebook and Instagram, allowing Instagram shops to do a one-tap purchase. A small step for a bigger trend. Finally social networks start to look like the ones in China, more and more oriented towards transactions. It doesn't always work, as you can read in this analysis of Google's Shoploop, meant to be a cross between the short videos of TikTok, with the purchase ease of Amazon Live, but there is not enough other content, as was the case for Amazon's doomed Instagram knock-off, Spark. All relevant for publishers, who are becoming more and more ecommerce companies.


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