Online audience's are constantly evolving and developing and as a result, shoppable content has been given the crucial space to grow.

Recently, marketers have seen big changes in online audience demographic. It is no longer true to say that online consumers are explicitly Gen-Z. Now, close to a third of Instagram's users are aged 35 or older. Even TikTok is reaching a greater variety of age groups with 40% of its users older than 25 in 2019. 2020 pushed these demographic changes even further with many reaching towards their mobile phones for entertainment and shopping solutions when businesses were closed.

With this transfer, shoppable content has found new footing amongst a wide range of audiences. This has been largely down to how easy the interactive format makes shopping. Directly linking viewers to buy the products that they see on screen and offering them a wide range of sizing and colour options as well as product information.

Shoppable content makes life easier for online shoppers. They can seamlessly move from the content to purchasing the product – so no secondary websites, redirects or endless searching. Just instant, direct sales. This cuts out any “thinking time” and targets impulse purchase shopping.