Social/e-commerce platforms seem to be placing emphasis on Pinterest style “board” features.

Asos users can shop & share boards directly, while Instagram which also has a board feature enables users to shop products on the platform seamlessly.

Pinterest also very recently added a “shop” section to boards and announced a partnership with shopify shortly after.

https://twitter.com/precioussxx/status/1247825115372572672?s=21 https://twitter.com/precioussxx/status/1247825115372572672

Social media platforms are becoming social commerce platforms and e-commerce platforms are trying to be more social.

https://twitter.com/skanwar/status/1258370804124975105?s=21 https://twitter.com/skanwar/status/1258370804124975105

Theres a behavioural aspect to the use of boards, people often use boards for visual manifestation and aspire to buy the items on the boards. Integrating seamless shopping enables instant gratification.

Theres also a gamification aspect to it, people feel the need to challenge themselves to acquire the images that they have put on their boards and feel fulfilled once they have done so.