Molton Brown has seen a threefold uplift in conversions after introducing onsite social commerce technology.

The luxury fragrance and bath and body brand reported conversion rates rose over a three-month period when shoppers interacted with its gallery of shoppable social content on

Molton Brown also saw the average order value of customers who engaged with the site’s social commerce elements increase by 38%.

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The retailer is partnering with Curalate to enrich its social offering. It sources customer and brand lifestyle images from Instagram and displays them in a dedicated ‘Love it & Share it’ gallery section and directly on product display pages. Social content also appears on the home page.

“Our Instagram feed is a popular source of inspiration for our followers,” said Rowan Luckie, Global Digital Director at Molton Brown. “By bringing this content onsite and making it shoppable, we are connecting with our customers in a meaningful way by helping them visualise our products in their lives.”

Shoppers who visited the shoppable gallery spent over four times longer browsing Molton Brown’s website during this time too.

“Featuring shoppable social media content on its eCommerce site is helping Molton Brown to inspire its visitors,” said Apu Gupta, CEO of Curalate. “The brand is making it easier for people to discover great products they never knew they needed in their lives.”