Get your aprons on... it's time to try that juicy, delicious baked feta pasta.
Background: TikTok's a hotspot for viral recipes. Ya know, the baked feta pasta, tortilla wrap hack, whipped coffee... and Jason Deruloooo's giant donut burger (..... 🎵 Jaaason Deruloooo). See above.
What happened: But actually getting to the supermarket and purchasing those ingredients can be a hassle (which aisle is the whipped cream in?!). Now, US grocery platform Instacart has partnered with TikTok to launch a shoppable recipes feature.
What else: It'll let TikTok chefs add shopping lists to their food videos, so viewers can buy the ingredients ASAP. This really allows shoppers to make impulse food purchases online.
🔔 What's the key learning?
💡Impulsive purchasing is when shoppers buy without really thinking about it. Ya know, on an impulse.
💡 Research shows that impulse buying accounts for between 40 and 80% of purchases. And it's particularly common when grocery shopping. In fact, more than 50% of all groceries sold are thanks to impulsive urges.
💡 After the introduction of e-groceries, impulse buying has slowed. But by introducing shoppable recipes, Instacart ain't just standing out from its competitors... it's also bringing impulse back. JT style.
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