""every surface becomes shoppable""
""It's a convenience play - stickiness, convenience, however you want to see it. It's the ultimate 'be where the shopper is when they're ready to buy, even if they're not fully checking out'.""
""Every nook and cranny of the on-site experience has sponsored brand video to display ads. We have saturated and maximized the heck out of that.""
Platforms and retailers are enabling offsite shoppable experiences that let consumers add items directly to retailer carts from external environments. Pinterest partnered with Walmart to allow recipe ingredients to be added to Walmart.com, while Albertsons Media Collective launched an "add-it" tool enabling products, recipes, coupons, or offers to be added from display, shoppable content, CTV and social. Target's OpenAI integration and Instacart's offsite shoppable formats illustrate a broader push to collapse discovery and purchase. The shift responds to on-site ad saturation and aims to increase convenience and conversion, but fragmented measurement, attribution gaps, and privacy restrictions remain significant obstacles.
Read at Digiday
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