Instagram is not the only company placing new bets on the intersection of social media and retail. In April, H&M launched an online fashion advice forum called Itsapark. The website answers various wardrobe inquiries — “What new jean styles do I need to invest in for 2019?” for instance — in the form of a video or outfit photos, usually created by an influencer. Each piece of content offers shopping suggestions from a slew of retailers in addition to H&M’s own offerings. Users can also explore the site’s “Find” page and discover more items based on different trends on the site, from boiler suits and romantic blouses to squared-toe shoes and cycling shorts.
While these two developments are still in beta, the news from both Instagram and H&M prove that the line between social media and e-commerce are continuing to blur, with social commerce finally emerging as the true next wave of retail. (Ahead of Instagram’s news, Pinterest also introduced new shopping features, including Catalogs, which allows brands to upload their inventory as shoppable product pins.)
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