Social commerce is all the rage these days. Within the last three months, Pinterest, Facebook and Instagram have rolled out "Buy" buttons, and Twitter announced it's extending its "Buy" button to 100,000 merchants. Retailers are finding that if done right (read: not overly pushy or "salesy"), selling products via social media is a viable option.
Gardener's Supply Co., an omnichannel retailer of gardening products, is one such brand that's testing social commerce. The retailer is an early adopter of Pinterest's Buyable Pins, which enable users to purchase products on Pinterest without ever leaving the social network. In this podcast interview, Max Harris, Gardener Supply's vice president of e-commerce, discusses why the retailer believes Buyable Pins represent a great opportunity for the brand.