Instagram to offer in-app shopping

Instagram has revealed plans to change the way its users shop, by offering in-app purchases.

The news was revealed in Instagram's business blog: 

"Starting next week, we’re testing a way for our community to learn more about the items they view within an Instagram post. Most mobile shopping experiences today take people from the shop window right to check out—without giving consumers the opportunity to consider a product and get more information. However, in an internal survey, we learned that the vast majority of purchases take a day or longer, with only 21% of purchases made within a day.** 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.

"To test the new experience, 20 US-based retail brands including Kate Spade, JackThreads and Warby Parker will share posts that have more depth, making it easier for Instagrammers to review, learn about and consider the items that interest them.*** Each post will have a tap to view icon at the bottom left of a photo. When tapped, a tag will appear on various products in the post—showcasing up to five products and their prices. Once a tag is selected a new detailed view of the product will open. This functionality will bring important product information to the consumer earlier in the journey, all without having to leave the Instagram app to search. Then, if the consumer taps the Shop Now link from the product details view, they’ll go directly to that product on the business’ website, making it easier for them to buy the product they want."

Instagram states that it will test the service in the US, with a group of people using Apple devices.  As the testing phase continues, Instagram says it will "explore product recommendations, ways products are showcased to shoppers, global expansion and the ability to save content so Instagrammers can take an action later."

The social media channel says it wants to understand how to deliver the most seamless shopping experience for consumers and businesses on Instagram, and ultimately mobile.

Sources: *eMarketer US Mobile Time and Activities StatPack, July 2016; **Path to Purchase 2016” by Kantar (Facebook-commissioned survey of 3,927 people ages 18+ in the US who recently made a purchase in one of the following categories: automobiles, auto insurance, auto parts, electronics or fashion), Aug 2016. “Recently” is defined as three months for Retail and one year for auto-related purchases.

***Sample participating brands include: Abercrombie & Fitch, BaubleBar, Chubbies, Coach, Hollister, J.Crew, JackThreads, kate spade new york, Levi’s Brand, Lulus, Macy’s, Michael Kors, MVMT Watches, Target, Tory Burch, Warby Parker, and Shopbop.

Source : Insight DIY and Instagram

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