Popular photo app Instagram has announced that it is all set to unveil a new feature that will let users shop products directly from their favorite stores – no other apps required.
A blog post on Instagram’s website states: 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 per cent of purchases made within a day.
The post further says: 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.
Instagram cited industry statistics indicating that smartphone purchases are commonly used in the US to browse or research options regarding potential purchases.
The photo app has partnered with 20 brands including Kate Spade, JackThreads and Warby Parker to test the shopping feature over the next few weeks.
Instagram’s blog explains the process: Each shopping post will have a tap to view icon at the bottom 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.