Amazon has launched Inspire, a mobile app feature that will allow influencers, brands, and shoppers to share photos and video content that link through to its products. Although social shopping is a well-established phenomenon, Inspire may lack the presumed impartiality that makes it successful.

The pandemic has definitely accelerated the adoption of online shopping, and social shopping is becoming more popular, where ease and social distancing can be combined with fun. Tapping in this shift in shopping behaviour in the run-up to Christmas is TikTok’s livestream shopping event.

The rising cost of living is seeing many Americans cut down on unnecessary spending. But at times of heightened stress, many also indulge in shopping as a form of escapism. So, how can social shopping platforms simultaneously help people limit their expenses and engage in retail therapy?

As more people choose to buy through their phones, brands and social platforms are striving to make on-the-go purchasing easier. In partnership with Amazon, Snapchat is introducing a visual search tool that let users discover items through their camera and purchase them in an instant.