Instagram to roll out shopping feature after successful trial

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Instagram has announced plans to roll out its shopping options within the image-sharing app.

The news comes after social media giant said its trial with brands last year produced “great results”.

The app’s new shopping feature allows brands and retailers to “tag” up to five individual products featured in their photos. Once a tag has been clicked, users will be able to see a detailed view of the product and price, and tapping the “shop now” link then directs users to that product on the brand’s ecommerce site where it can be purchased.

Brands and retailers using the feature also have access to Instagram’s insights, meaning they will be able to track views and gather data on how many users click on the photos and how many shoppers purchase its products via the app.

While this shopping feature was originally only for Instagrammers in the US, it is now expected to roll out to other markets including the UK.

Some of the retailers that took part in the trial last year were Kate Spade New York and J.Crew.


READ MORE: Instagram announces groundbreaking feature for retailers


“Our partnership with Instagram has been very successful,” Kate Spade EVP and chief marketing officer Mary Beech said.

“Traditionally, our customer had turned to Instagram for inspiration, and we’re seeing that she’s reacting positively to the new shopping experience, which allows her to seamlessly tap and shop the product – going from inspiration to information to purchase in just a few steps – we’re excited to see where the feature continues to take us.”

J.Crew president and creative director Jenna Lyons agreed.

“While Instagram is a place for inspiration and visual wonder – there is nothing more satisfying than being able to buy that thing you love right now,” she said.

“The number of times I have found myself in a rabbit hole hunting down that pair of shoes, that beautiful chandelier, those sunglasses, rugs, flower arrangements, random gift ideas – countless.

“We were thrilled to be a part of this pilot and to have our customers’ experience the next generation of shopping via Instagram.”

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