How Social Media Is Taking Over Online Shopping

It's not news that social media influencers have taken over the digital space across nearly every online platform, posting the latest trends and setting the stage for what’s the next best thing to buy in fashion and retail. But recently brands have been taking notice, with over $8 billion on spending last year in partnerships and sponsored posts with influencers. The reason these brands are investing in this is because it has become a new way to buy and shop curated goods that match your style. See your favorite influencer wearing a sweater you like? There’s probably a link to buy it right there too. Why spend time scrolling through pages of digital stores to find one similar, when one that you like is right there. Whenever I open up my Instagram, I can tap through countless posts of influencers promoting clothing and accessories that I know I’ll like because the reason I follow is because I appreciate their style. The retail industry’s interest into this new market of social media sales through an influencer creates a sense of trust and authenticity that can be hard to get through online stores. I personally find it much easier to see trends and styles that I want to wear when I can see them styled on someone else, especially the page of an influencer that I follow. The retail industry will continue to find ways to connect with consumers in digital spaces, and influences are becoming that perfect connection between people and brands.