E-commerce
NDA
Instagram as a sustained sales channel
- Project
- NDA
- Industry
- E-commerce
- Period of cooperation
- March 2020 – August 2023 · 42 mo.
- Purchases
- 25.3K
- Inquiry → purchase rate
- 35%
- Actual inquiries
- 71.9K
A fashion project selling through Direct, Stories and comments. Purchases, rather than reactions, are the focus.
Goal
Make Instagram communication a clear sales channel and review its results regularly.
Challenge
Size questions, new collections, promotions and repeat purchases call for different conversations.
What Rainext did
The work combined assortment communication with tracking inquiries and sales through Direct and Stories. Responses to new collections and promotions were considered separately.
Strategy and funnel
Discover the assortment → ask about a product → get advice → purchase. Inquiries and recorded sales were the outcome measures.
- 71.9KActual inquiries
- 25.3KPurchases35%
Context for the result
- Key finding
- Over 42 months, 25.3K purchases and 71.9K inquiries were recorded. These are events, not unique people.
- Business lesson
- In fashion, an attractive offer needs convenient advice on size and availability.
Business results
- Purchases
- 25.3K
Conversion metrics
- Inquiry → purchase rate
- 35%
Cost per patient, purchase or payment covers advertising spend in this period.
Advertising results
- Actual inquiries
- 71.9K
Conclusion: what changed
The extended project history demonstrates Instagram as an operating sales channel. Completed purchases and inquiry handling matter; these figures do not establish advertising ROAS.
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