Molton Brown reveals social media is boosting its sales

Customers who engaged with the brand’s shoppable gallery were found to spend four times longer on the website

British fragrance brand Molton Brown has reported an uplift in sales since introducing social media commerce.

According to the brand, over a three month period, its conversion rates rose threefold, while its average order value increased by nearly 40% after customers engaged with the site's social content.

Customers that visited the shoppable gallery on were found to spend four times longer browsing.

“Our Instagram feed is a popular source of inspiration for our followers,” said Rowan Luckie, Molton Brown’s Global Digital Director.

“By bringing this content onsite and making it shoppable, we are connecting with our customers in a meaningful way by helping them visualise our products in their lives.”

Today, the brand has 84,000 followers on its Instagram page.

To launch the service, Molton Brown teamed up with social commerce platform Curalate.

Social has been tapped as the future of online commerce as the shift towards digital continues to take hold.

A recent survey by Retail TouchPoints revealed that 50% of social commerce sites achieved a sales surge between 1% and 20% in 2019.