Current operating experience: Instagram's e-commerce marketplace operates a direct-to-consumer model that is supply-driven. links brands to buyers. this model is assisted by a mixture of ad-based business strategy and influence/follower relationship. since June 2020, Instagram made social shopping available beyond just influencers but for businesses as well. This means that businesses were able to launch their digital stores on the app so there was no need for consumers to exit the app. Could see digital stores on consumers' feeds and can pay directly. expanded to Instagram shop - explore page and customised product suggestions. The desired outcomes identified: combine aspects of a more recent social commerce model which is 'social grouping' that has been highly successful. social grouping - groups formed by individuals on the app - combining to negotiate volume discounts (bulk buying) social grouping - also offers suppliers incentives that are based on the agreement of a bigger consumer base. This is a direct-to-consumer model which is demand-driven and brings groups of individual customers to suppliers. successful social grouping platforms also have a fun aspect with gamification in order to keep users engaged. Social group model - ensuring Instagram appreciates their growing and new customer base, this makes users feel respected and overall adds to brand loyalty. Another desired outcome for Instagram is new suppliers building social commerce shops in order to grow stores and gain a larger share of the social commerce market and overall interaction.