In late 2016 Instagram announced the game-changing ‘shoppable posts’ feature – an add-on that allowed users to browse and shop by clicking on tags embedded in Instagram posts in their feeds.
Since Instagram doesn’t allow links in captions or non-sponsored posts, the feature made it easier for brands to drive followers to its e-commerce stores.
While the shoppable posts was only available in the US for the past year, the feature yesterday launched in Australia – with the likes of Country Road and Myer already embracing the item.
Instagram’s global head of business, Jim Squires, likened the experience to traditional window shopping at bricks-and-mortar stores. Speaking with The Australian Financial Review he elaborated: "When you see something in the window you walk in and see other products and do some browsing, then you decide if you want to make a purchase.
"It's similar to that rather than just rushing right to the register – it moves from being just transactional to being more of a meaningful shopping experience.
"What we wanted to do is create a more seamless experience for people and businesses so when you see something you might be interested in directly inside Instagram, you can get more information about that product, see other related products and ... if you see something you want to purchase you can tap in directly and make a purchase from the business."
Myer spoke on its decision to embrace shoppable posts, with Myer national manager for social media and digital partnerships explaining: "For Myer the launch of Instagram shopping means we will be able to inspire consumers and drive action with a single piece of Instagram content in a way that's user friendly for business and shoppers alike.”
