There is no denying that Social Media dominates the digital attention of today’s customers- 81% of Americans visit some form of social media daily. This captive audience presents a tremendous opportunity to turn ‘like’ moments into ‘buy’ moments. As a result, Facebook, Instagram, Pinterest, and Twitter have all rolled out some form of buyable posts, pins, grams, and various other shopping opportunities directly in user’s social feeds. While Facebook and Instagram appear to be having some success in this realm, Pinterest has struggled with their shopping platform and Twitter outright abandoned their efforts. Social shopping presents a unique challenge in striking the right balance of social and shopping to make the experience feel natural.