7 min.
E-commerce trends in social paid: zero friction goal
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E-commerce trends in social paid: zero friction goal

Social Media Paid Media & SEM

Learn more about the top trends showcased at Facebook Summit 2019 in Toronto, and the reasons behind Instagram's recent Native Checkout.


Last March, our digital media and content marketing teams traveled to Toronto for the Facebook Summit 2019. During this important meeting, Facebook presented the major industry trends and the direction its platforms would take to respond to them (if not guide them.)

o for the Facebook Summit 2019. During this important meeting, Facebook presented the major trends in the industry and the direction its platforms would take to respond to them (if not to guide them.)


















As an introduction to this day of conferences,  Garrick Tiplady , CEO of Facebook and Instagram Canada, announced the four main workshop pillars to watch:


  1. Community  : it has never been easier to join or create a group that shares common passions or values. The new design of the Facebook application in April 2019 emphasizes this notion with the notion of "Your groups" and "Discover".
  2. Personalization  (curation): with the infinite choice of products, services and content, as well as our growing control over what we choose to read, watch or even buy, our expectations of personalization are increasing. Users expect unique and personalized consumer experiences.
  3. Conversation: social networks have broken down communication barriers. It is possible for everyone to challenge and interact with brands on the networks, increasing our expectations of personalization here too. An example of conversational personalization at scale would be that of Chevrolet, which in winter 2018 made it possible to book appointments to change its winter tires through a  chatbot  (conversational robot) on Messenger.
    1. Commerce  : It is often very easy to buy a product or service from one brand or another. In this ultra-competitive context, brands no longer have the right to make mistakes, the customer experience must be irreproachable. Zero Friction Goal




    Here is an infographic on consumer expectations and habits in 2019.

    Zero Friction

One of Facebook's key responses to these changing consumer habits is, of course, Instagram's  Native Checkout feature  , initially offered in the US for a limited group of e-commerce brands.

To tell you the  truth, Instagram's Native Checkout  was at the heart of the  Redefining the Shopping Experience  conference at the Facebook Summit. The presentation of this feature echoed the previous conference:  Building a Zero Friction World.

The objective behind this new Instagram feature is, as you will have understood, to reduce friction during the purchase process. It is no longer a question here of:

  1. See a product;
  2. Go to a merchant site;
  3. Add to Cart;
  4. Enter your banking information;
  5. Make a purchase.

The process is carried out natively within Instagram itself.

As can be seen in the infographic, in 2019 a user makes an average  of 22 clicks before completing a transaction.  It is enormous! So many clicks contribute to  customer frustration  as well as the likelihood of cart abandonment. With  Instagram 's Native Checkout  ,  we are getting closer to  the ideal of  One Click Buying .





To facilitate the possibilities of interaction with brands,  conversational robots, or  chatbots , are also tools strongly recommended by Facebook. What must be understood is that these are integrated into all levels of a consumer's purchasing journey, from the discovery of a brand, products or services, to post-marketing questions. transactional.

With more than  10 billion messages exchanged  each month between individuals and companies, these new assistants are creators of opportunities that are still under-exploited by companies. These  could contribute nearly $112 billion in sales by 2023, according to a Juniper Research study shared on   Marketing Land .




Facebook provided access to all conferences.  What do you think? What do these changes mean for your business? Discuss with us or contact us to have  our team guide you  through these major changes!