While social media has created opportunities for purchase inspiration similar to a beautifully-merchandised department store window, we’re still in the early days of Instagram Shops. Replicating discovery in the way that people organically find things in-store has so far proved elusive, resulting in fewer opportunities to grow transaction size.

Here’s the problem with online shopping. It is great if you know exactly what you want. Google, black Hermes Birkin bag and you’ll find numerous ways to purchase one. However, try Googling “luxury tote” and you’ll end up in a black hole of frustration.