Tuesday March 19, 2019
How it benefits
People who love seeing products featured in their Instagram feed will be able to buy those items right in the app starting Tuesday.
"Today, we're announcing a significant step forward for shopping: checkout. Checkout makes it quick and secure for people to buy the products they discover on Instagram. Since our earliest days, people on Instagram have loved to shop. They revel in the joy of discovering those perfect suede boots, obsessing over beauty tutorials or snatching up one-of-a-kind sneakers from an exclusive drop. Instagram is a place for people to treat themselves with inspiration, not a place to tax themselves with errands. It's a place to experience the pleasure of shopping versus the chore of buying. We build everything with this in mind." stated Instagram on their blog.
To make things easier for shoppers, Instagram introduced a number of updates in the last year including product tags in Feed, product stickers in Stories and a shopping destination in Explore. The social media giant made it easy to save and share products since users shared that they desired more time and space before buying. There are now 130 million Instagrammers tapping to reveal product tags in shopping posts each month.
Checkout, as the feature is known, is currently open to a handful of brands like Nike and Revolve. "We're incredibly excited to partner with Instagram and be among the first to offer in-app checkout to our followers! At our core, REVOLVE aspires to create a seamless, elevated shopping experience for our customer. With Instagram's new checkout interface, we're able to better serve our millennial minded audience by providing a new, fast and easy purchase method on a platform where they are already engaging with our content and discovering our products." stated Ryan Pabelona, Director of Performance Marketing at Revolve.
Daniel Heaf, Nike's VP/GM Global Digital Commerce shared, "We're excited to partner with Instagram to make it even easier for our consumers to access Nike products through our @nikewomen and @niketraining handles, ultimately shortening the path from inspiration to purchase.
In addition to Revolve and Nike, Burberry has taken advantage of exclusive drops to build hype and joins the more than 20 leading brands that users can buy from within Instagram. "Burberry is always pushing for digital innovation that improves our customers' experience. We have seen great results from the monthly B Series product drops which launched last September, bridging the journey from inspiration to e-commerce for our social community for the first time. We are excited to expand our social commerce as one of the first brands to adopt checkout on Instagram," wrote Rachel Waller, VP of Digital Marketing at Burberry.
Not everyone is thrilled that Instagram is diving into the retail game. "I have noticed a higher ratio of commercial messages on my Instagram feed along with direct links to buy. This has definitely reduced my use of the platform and is one of the reasons I stopped using Facebook," shared Dennis D. McDonald, Independent Consultant.
Emmanuel Probst, Brand growth & Advertising Impact Optimization at UCLA disagrees. He stated: "Another great way to streamline the consumer journey: Instagram helps reduce the number of touch points (that are often roadblocks) between awareness and purchase, which will delight shoppers and merchants alike."