Social commerce remains the main focus of online retailers to gain consumers’ attention. Instacart has partnered with various social and recipe apps, including TikTok, Tasty, Delish and Good Housekeeping, to offer seamless shoppable recipes to its customers. The delivery firm has also teamed up with various content creators who regularly post recipes. Shoppable icons and buttons will appear on the Hearst website to take shoppers directly to Instacart’s grocery section. Many grocers and delivery firms find shoppable content the best way to attract consumers to their online shops.
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