This morning Instagram announced they would be rolling out shoppable Instagram posts, allowing users to shop directly within the platform.
Instagram’s beta rollout will begin with twenty (20), or so, US-based retail brands (including Kate Spade, JackThreads, MVMT, and Warby Parker). As you can imagine, this is exciting news for brands, who previously relied on using similar third party apps, like FourSixty. JackThreads has already announced they plan to make around 50% of its posts shoppable.
How Shoppable Instagram Posts Will Work:
“Instagram won’t take a cut, but plans to monetize the product by later allowing brands to pay to show their shoppable photos to people who don’t follow them”, says VP of monetization James Quarles.
Shoppable posts will look the same as a normal Instagram post, with the addition of a message on the bottom left.
Tapping on the bottom left message will get you the product name and price information for pieces in the photo.
If you tap on a specific item, you’re taken to a product page similar to one in an online store. *Brands can tag up to 5 pieces in their posts.
And if you click the “Shop Now” button, you’re taken to the brand’s website to complete your purchase.
With this update, Instagram hopes to bridge the gap between product discovery and product purchasing.
Eventually Instagram wants to add a “Save” feature so you can bookmark product posts… cause if you’re anything like me you’ve got multiple carts in holding and users aren’t always ready to buy on impulse.
For now, you’ve got the option to purchase, or head back to Instagram via the back button in the upper left corner.
The Evolution of The Customer Journey?
Knowing how a customer ended up being just that, a customer, is a huge area brands are constantly trying to understand. With the rollout of shoppable Instagram posts, Instagram is definitely throwing their hat into dissecting that journey and making it more seamless.
On Instagram’s business blog they stated, “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.”