Instagram is no longer simply a visual outlet but now a shopping system, with the launch of the social media app’s latest feature. The app has just partnered with 20 US-based retail brands, including Kate Spade, JackThreads and Warby Parker to boost its mobile shopping offering.
The development allows Instagram users to open a new detail view, which will showcase up to five select products with prices, descriptions and a shop now direct link to purchase. Explains Instagram: “Starting next week, we’re testing a way for our community to learn more about the items they view within an Instagram post. Most mobile shopping experiences today take people from the shop window right to check out – without giving consumers the opportunity to consider a product and get more information.
“However, in an internal survey, we learned that the vast majority of purchases take a day or longer, with only 21 per cent of purchases made within a day. Knowing that Instagrammers are open to discovery on the platform, and that people take time to better understand the products they’re interested in, this test gives our community valuable steps along their shopping journey before they make a purchase.”
While the new addition is currently only available in the US, expansion is imminent both when it comes to the service offered and where. Comments Instagram: “During this initial phase, the new features will be available to a group of people on iOS devices within the US. As we roll out further, we’ll explore product recommendations, ways products are showcased to shoppers, global expansion and the ability to save content so Instagrammers can take an action later. We want to understand how to deliver the most seamless shopping experience for consumers and businesses on Instagram, and ultimately mobile.”
