If you live in Australia, Brazil, Canada, France, Germany, Italy, Spain or the United Kingdom, you can now shop from selected retailers directly via the Instagram app. In the same way that users can tap on a photo to see the other accounts that have been tagged, users can now also tap on a photo on a retailer’s Instagram feed to view the products that are being sold.
Instagrammers need only tap on the tag to be brought to a new page where they can view the pricing and product description of the item they are interested in. If they wish to purchase the item, they can then tap “Shop Now” and be transported out of the Instagram app onto the retailer’s website, where the online shopping can take place. If they are not interested in the product, they can simply click the arrow on the top left-hand corner to bring them back to the original post on their Instagram feed.
For those of you who live in the United States, this update probably seems like old news, since shoppable posts were first introduced to and tested with users in the United States in late 2016. 20 retailers including consumer fashion brand Levi’s and affordable luxury brands Kate Spade and Michael Kors were given access to this feature.
The rollout has largely been deemed a success. According to Instagram, for an example, online clothing retailer Lulus received 1200 new orders and 100 000 web hits that can be traced back to the platform. The success for the first phase has led to Instagram giving brands in the eight countries mentioned above access to shoppable posts.
Brands who have had this feature made available to them and who have decided to use it will also find access to statistical tools which help them identify the demographics of the consumers who are making use of the function. This aids brands in focusing their social media marketing efforts and increasing conversion rates and returns on investment.