Business Technology

Social commerce given new push in the UK as shoppable video hits social media

3 min read

22 September 2017

Former deputy editor

Social commerce has been given a new push in the UK, with shoppable video service Smartzer taking its tech to social media.

A good example of social commerce is Depop, an online fashion marketplace that refers to itself as the baby of eBay and Instagram, given its visual, user-centric design.

The potency of the social commerce model it leverages was demonstrated last year when the business secured an $8.25m investment alongside a new CEO to drive the growth.

So what happens when you mix the thriving social commerce sector with the online video boom? Shoppable video platform Smartzer is finding out just that.

Last year, Real Business spoke with Karoline Gross, CEO and founder of Smartzer, about the company’s direction and future plans.

Delivering shoppable video for the likes of John Lewis, Zalando and Marks & Spencer, Smartzer has now tackled social commerce by adapting its model for social media.

The Smartzer social commerce technology will now enable brands to run shoppable videos on Instagram, Snapchat and Facebook, and SimplyBe and Valentino have become the first brands to sign up.

Valentino was first up for the social commerce function, working with MyTheresa to develop a video that would showcase its autumn/winter 2017 launch. Elsewhere, SimplyBe’s London Fashion Week range was laced with Smartzer tech and, after it featured at the event, the shoppable video was on Instagram within an hour of the showcase finishing.

“We saw a bunch of trends during London Fashion Week that show the importance of customer-centric strategies for retailers,” said Smartzer boss Gross.

“Take Amazon for instance – partnering with Nicola Formichetti to offer catwalk to doorstep delivery in just one hour. We see shoppable video as a core part of that process – enabling customers to find the piece they want instantly. In a few years, we could be seeing shoppable live streams which allow customers to click through to the item they want, purchase it, and have it delivered the next day, or even within an hour.

“Our aim is to enable all brands from the high street or high end to offer these kinds of interactive, customer-centric experiences – while providing detailed analysis of customer interaction. In an ever-evolving landscape where technology is constantly revolutionising the way that consumers shop, it’s imperative that brands listen to what their customers really want.”

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