Sci-tech

Instagram is Introducing Shopping Integration for Brands

Instagram is Introducing Shopping Integration for Brands

Instagram said it has signed up 20 USA -based retailers including accessories and apparel retailer Kate Spade, men's wear e-commerce company JackThreads and eye-wear maker Warby Parker. When tapped, a tag will appear on all shoppable products in the post (brands can include up to 5 per photo) and showcase all the prices.

Starting next week, Instagram is going to start rolling out a program that allows brands you follow to open up shop on you within a post.

It's a three-tap process, but it's more direct than having to bounce from Instagram to a web browser to the retailer's site or a search engine to find the retailer's site and the specific product on it.

VatorNews has reached out to Instagram for more information. "We want to understand how to deliver the most seamless shopping experience for consumers and businesses on Instagram", the company says, "and ultimately mobile".

Instagram already is a great place for discovery on mobile.

Instagram said internal research showed that only 21% of consumers buy a product the first day they see it online.

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Have you ever happened to come across an incredible pair of shoes in your Instagram feed and then fruitlessly spent hours trying to find out where to order them from?

But when it comes time to complete a purchase, Instagram will send people to the purchase page on a retailer's mobile website or app.

Shah also said that the shopping features won't be included in Instagram ads (for now). They could use that link to advertise related products to those Instagram-driven customers on Instagram and other platforms that offer CRM-based targeting, as well as to advertise to people who share similar characteristics as those customers, otherwise known as lookalike audiences.

"You can get inspired [online], and you can buy - it's that in between state between the shop window and the cash register that doesn't exist today", Instagram's director of market operations, Jim Squires, told BuzzFeed News.

Rival firm Pinterest past year dove into e-commerce with "pins" that let people buy items they like at the popular online bulletin board. It certainly has the user numbers on its side; Instagram passed 500 million users in June, doubling the number in two years. Both Twitter and Facebook have also tested shopping features for their services. You can then tap the post to learn more information about the tagged product, or even buy it. Instagram is working with 20 partners - including J. Crew, Kate Spade, and JackThreads - on this new feature.


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