INSTAGRAM EXPANDS ITS IN-APP SHOPPING FEATURE
In November of last year, Instagram unveiled a new shopping feature that allowed brands to provide product information to users within photos. Now, off that feature’s success, the photo-sharing app is expanding upon it with a” tap to shop” button on the bottom left corner of pics. Once a user clicks on the button, up to five new product shots are shown with details like price. Clicking again on one of those products leads to a detailed product page and a link to “Shop Now,” that takes users to the brand’s website to purchase.
News of the Shopping feature broke on Tuesday, when the company issued a blog post saying, “we’re rolling out these shopping features to thousands of businesses that sell apparel, jewelry or beauty products in the coming weeks. Instagrammers in the US will soon be able shop and browse products from these businesses from posts in feed, on profile and in explore.”
One of the first e-commerce platforms to have access to the feature will be BigCommerce, who claims that 18% of their clients are now connected to at least one additional sales channel beyond their branded site. Its platform will now feature Instagram as an option, allowing brands to sync their product catalog with Instagram.
The expansion will also provide brands with insights, like seeing how many people tapped their product details and clicked on “shop now.”
The company pointed to brands in its blog post who have had continued success through Instagram shopping, like Kate Spade. “Our partnership with Instagram has been very successful. Traditionally, our customer had turned to Instagram for inspiration, and we’re seeing that she’s reacting positively to the new shopping experience, which allows her to seamlessly tap and shop the product – going from inspiration to information to purchase in just a few steps – we’re excited to see where the feature continues to take us,” said Mary Beech, EVP and Chief Marketing Officer of kate spade new york.
Source: Accessories Magazine by Christine Galasso