Selfridges, MyTheresa, Moda Operandi, ASOS and a total of 30 retailers partnered with Instagram commerce solution LikeToKnow.It this week. Primarily used by by bloggers (until now) to collect commission on sales of featured products, LikeToKnow.It is a link that directs consumers to retailers selling products photographed on Instagram. Users that sign up for LikeToKnow.It will receive an email about where to buy the coveted products in the posts they “like”, provided the poster has signed up and linked the photo with LikeToKnow.It as well.

While Instagram strives to create a link-free environment with the feel of a high-end mall, brands are looking for workarounds. Nordstrom, for example, uses Instagram commerce platform Like2Buy, which directs users to a page containing Instagram photos and links.

L2’s Instagram study, however, suggests that brands looking for non-native Instagram commerce workarounds are missing the bigger picture. Consumers who view or interact with a piece of user-generated content featuring their products (plentiful on Instagram) are more likely to purchase an item.

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And the impact of user-generated content on the path to purchase is highest for apparel brands, those working with LikeToKnow.It.

instagram-2015-impact-of-ugc-on-likelihood-to-purchase-by-categoryA better investment would be to feature fan-generated Instagrams on product pages to boost conversions, instead of attempting to bring the e-commerce page to Instagram in a clunky, time-consuming format.

For more on how brands are leveraging Instagram, download a copy of L2’s Intelligence Report: Instagram.

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