Shopping is coming to Instagram
As of this week, Instagram is rolling out a program that allows brands to open up shop within the Instagram app, meaning that users can shop without being interrupted with a new browser window. Retailers will tag their products in their photos, which are placed behind a “tap to view products” button. After choosing a product, users will be shown an in-app details page with a product’s price, description, more photos, and a “Shop Now” button to buy it.
This functionality will bring important product information to the consumer earlier in the journey, all without having to leave the Instagram app to search. Eventually, brands might pay to show their shoppable photos to users that don’t follow them, or even buy ads to get more followers who’ll see their products organically in the feed. With this new functionality, Instagram is adapting to the shifting mobile retail space by simplifying the interaction between consumers and brands.