Instagram turns into mall, lets users shop directly: Here's how
In another e-commerce focused move, Instagram has added the ability to shop directly from its Android and iOS app. The platform has introduced a dedicated checkout button, which users of the service could use to make instant purchases from as many as 20 popular brands. Along with this, the platform is also testing a new format for 'Stories'. Here's all about the incoming changes.
Checkout on Instagram: From photo-sharing to e-commerce
Instagram is popular for photo-sharing, but if you've been using the platform, you would know it also allows users to shop. Since last year, the company has been allowing brands to mark the products in their posts with shoppable tags, which users could click on and buy. This buying process is exactly what Instagram is refining with the 'in-app checkout' button.
Now, you can pay directly to Instagram for products
Previously, when a user tapped on a shoppable tag for purchase, Instagram redirected them to the website of the brand to complete the order. Now, the platform gives the user a way to checkout fully from within the app itself, just like one would do on any other e-commerce platform. This makes the process faster, which Instagram thinks would inspire them to shop more.
Initial partnership with 20 popular brands
As part of the initial rollout, Instagram's checkout button would be available for over 20 brands, including Nike, Adidas, Dior, H&M, Michael Kors, Prada, and Zara. These brands are part of a beta test which will eventually expand to more retailers. An Instagram spokesperson also told BuzzFeed News that one could only checkout with a single product, but they're exploring multi-product checkout as well.
Using the checkout button is also pretty easy
Once you are on a product from an eligible brand, the blue checkout button would show up. Tapping on this button after selecting size/color (if applicable) will prompt you to enter your email address and provide delivery, payment information (credit card/PayPal) to place the order.
This also opens new business opportunity for Facebook
In return for its platform for selling products, Instagram is charging a certain 'selling fee' from the brands. Though the exact figure is not clear, the idea of fee clearly shows that the platform's parent company Facebook could make a whole lot of money from this move. Meanwhile, Instagram's spokesperson claimed that they don't give special visibility preference to posts with product tags.
Plus, there's a new Story format in the works
Along with the checkout feature, Instagram also appears to be working on a new format for its Stories section. The Snap-inspired feature's camera interface is being redesigned, reverse engineering expert Jane Manchun Wong reported on Twitter. It will reportedly get a wheel-like interface for switching between modes, like from Boomerang to Superzoom to Stories stickers. However, it's not clear when it would be available.
