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Discovery Commerce: conversion for the holiday season

by Stephanie Boland

August 10, 2021

A seamless shopping experience can make the difference between abandoned shopping carts and customer checkout. This is how brands can convert inspiration into purchase.

The future of shopping has arrived. Following covid-19, most global consumers (60%) have changed their purchasing habits. Increasingly, people are moving from appointment shopping to impulse shopping, powered by the acceleration of eCommerce – from going shopping to always shopping.

Online is where shoppers discover products – and discoveries are leading to purchases. Most (79%) holiday shoppers surveyed agree online is the easiest way to discover products during the season, with 68% agreeing it’s the easiest way to make purchases. But consumers can often find themselves overloaded with choice and points of friction on their journey to purchase: 88% of shopping carts were abandoned worldwide in March last year.

Getting conversion right

During the busy holiday season, seamless shopping experiences can mean the difference between being overwhelmed and overjoyed. And that means the difference between intent and purchase – 72% of holiday shoppers experienced problems while making purchases on their mobile devices. Faced with a plethora of choices, reducing points of friction can help move customers towards purchase.

Obstacles along the consumer journey make it harder to shop and buy

● A site that loads slowly

● A page that is not mobile-optimized

● Your preferred payment not being accepted

● Items that can’t be bought online and picked up in store

● Difficulty communicating with customer service

Nearly half (47%) of online shoppers say the internet is making them more spontaneous or impulsive in their shopping over time. For brands, it's possible to not only meet the expectations of today’s shopper but thrive while doing so. It’s something we call Discovery Commerce.

From discovery to purchase

If eCommerce is about search and purchasing through a site, people are limited to finding the products they already know they want. However, with Discovery Commerce, products find people: Replicating the in-store delight of finding something you love, for online.

Discovery Commerce can enable brands to build a seamless, fun and social shopping experience which can help consumers along the path to purchase. For example, Product Tags make it easy for people to shop at the moment of discovery. Brands can publish shoppable content across all its posts, feeds and ads. And there’s the Shop tab, a personalised place for people to intently start their shopping journey on Instagram and Facebook.

Dynamic ads

Right now, the new consumer journey is omni-channel and non-linear. ?While complex, this new journey allows brands to uncover important intent signals at every stage, ?providing an enormous amount of information on what customers are interested in. ?This creates a challenge and an opportunity to act on this data – to give consumers what they want based on their behaviours, preferences and interests.

And it opens the door to personalisation – and dynamic ads with Facebook. With dynamic ads, you can capture intent signals along the consumer journey to automatically promote relevant products from your entire catalogue across Facebook platforms. Like a digital salesperson, your dynamic ad can introduce your audience to products they know they will like – or remind them of ones they’ve shown an interest in – in order to convert discovery into purchase.

Today, the consumer journey starts well before intent. By turning to features like Discovery Commerce and Dynamic Ads, brands will be in a better place to ensure shopping carts complete the journey to checkout.


online shopping
personalisation strategy
Discovery Commerce
purchase funnels
holiday advertising
dynamic ads
future of shopping