In the world of music culture, fans have a knack for swiftly snatching up their favorite artist’s merchandise. From shirts, totes, and hats to vinyl records, enthusiasts don’t waste any time. To cater to this audience, Spotify has unveiled a new feature that aims to make merchandise shopping even more straightforward.
Merch Hub has been introduced on Spotify’s app to help simplify the process of browsing and purchasing artist merchandise. Convenience aside, it also offers personalized recommendations tailored to a user’s listening habits.
Previously, artist merchandise was available through individual artist profiles, the Now Playing view, and release pages. With the Merch Hub, however, the need to individually search through artists is eliminated; everything is now available in one place, making merchandise discovery more seamless.
Writing in a blog post, the streaming giant said: “Instead of having to browse artist by artist, this update makes it easier than ever to access all artist merch in one place. From the hub, you can browse, click on available items to learn more, and then purchase through the artist’s Spotify store, powered by Shopify.”
Within the global e-commerce market social commerce has become an increasingly important means of connecting with consumers in the last twelve months. For instance, last month, WhatsApp introduced in-chat payments to India as part of several new features designed to help consumers get things done with businesses more quickly. Elsewhere, social commerce has grown in popularity in China due to the efforts of messaging platforms such as WeChat.
Beyond the user experience, Spotify said its initiative aligns with its mission to help artists sustain their careers through their craft. Last year’s “Wrapped” campaign saw a surge in listeners purchasing merchandise, culminating in the most successful merch sales week in Spotify’s history.
