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Selling on Instagram: Reducing friction to gain more sales

70% of shoppers look to Instagram for their next shopping spree, which provides you with a huge opportunity to expand your shops’ reach and hit your target market! Instagram is my favorite social media platform to promote your business on, but there’s something that may be preventing your followers from finalizing their purchase: sales friction! Keep reading to learn what sales friction is, and how Paloma is providing an easier checkout process for your customers.


What is sales friction?

Sales friction is anything that prevents your potential customers from saying “yes” to buying from your business. This can be anything from a lengthy checkout process, having to click through multiple links, taking the customer from Instagram to another site or platform, or even just having to spend too long finding what they’re looking for (which is why shop sections are vital!). Sales friction also frustrates the customer which not only prevents the sale, but also hinders your ability to build customer loyalty.


Sales friction is best avoided when the perceived benefit is greater than the amount of effort required by the customer


No matter how well-designed, every sales system presents the customer with friction. While the checkout process on sites like Shopify and Etsy are standardized at this point, Instagram is one area where there’s room for improvement.


Why Instagram?

E-commerce and Instagram go hand-in-hand. If you have an online shop, you should have an online presence - and that’s not going to change anytime soon. 1 in 2 people have used Instagram to discover new brands, and over 83% of users discover new services and products on Instagram! I have seen first-hand the difference that a strong social media presence can make – not only with my own business but with my clients’ businesses as well.