Will You Start Shopping on Instagram?
Instagram announced on Tuesday that it will begin adding shoppable features next week, allowing users to discover and purchase items more seamlessly. The platform has partnered with 20 U.S.-based brands and retailers, including Kate Spade New York, Warby Parker and JackThreads, to integrate the shopping posts with their accounts. “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,” says an announcement on Instagram’s business blog.
It’ll go something like this: A user will come across a photo with a notice on the bottom left corner that says “Tap to View Products,” similarly to how a tagged icon notice appears. Once the photo is tapped, up to five tags will appear with product names and prices. Tapping on a specific product will lead users to a separate page (still on Instagram) with more information. Finally, if users like what they see, they can tap “Shop Now,” which will lead them directly to the account’s retail page to make a purchase. Cha-ching.
OUR VIEW: With so many third party solutions recently around the idea of making Instagram shoppable and such a presence within fashion, this announcement from Instagram was only a matter of time. Indeed, what took them so long! But it’s interesting to see the universal shopping basket concept beginning to seep into the overall proposition. With many retailers still (mistakenly in our view) obsessed with driving traffic to their sites, this will create some tension. There is probably only one winner however. It will be interesting to see how this plays out.
Coded Future's founder. Built ASOS Ventures. Pioneered in-game advertising. Videogame developer (50m+ units sold). Retail & FashionTech scout, investor and evangelist.
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