Instagram Pushes Shopping with Product Tags - Dispatch Weekly

November 1, 2016 - Reading time: 5 minutes

Instagram will introduce shoppable tags on photos from 20 retail brands, including Kate Spade, to help US users shop without disrupting scrolling in the browser.

Why Add Shopping Function to Instagram?

According to eMarketer US Mobile Time and Activities StatPack, 2016, 84 percent of smartphone users in the US browse, research or compare products via a web browser or mobile app.

A BI Intelligence report states that by 2020, mobile commerce will make up 45 percent of total e-commerce, equaling $284 billion in sales.

With more users relying on smartphones to make dinner reservations, check transport links and search for products, adding a shopping function to Instagram is a logical step combining social media with commerce.

Discover Products, Goods and Clothes on Instagram

Photo Credit: Instagram
Photo Credit: Instagram

Facebook commissioned a survey of 3,927 people aged 18+ in the US who recently made a purchase in one of the following categories: automobiles, auto insurance, auto parts, electronics or fashion.

They found that the majority of purchases take a day or longer, with only 21 percent of purchases made within a day.

Therefore Instagram’s platform works to create brand familiarity and show an array of products so users can make an informed decision to purchase a product.

Testing the Instagram Shopping Experience

Photo Credit: BI Intelligence
Photo Credit: BI Intelligence

20 US-based retail brands including: Kate Spade, Warby Parker and JackThreads will share posts, making it easier for Instagrammers to review and view items that interest them.

Each post will have a tap to view icon at the bottom of each photo. When tapped, a tag will appear on products in the post – showing up to five products and their prices.

Once you select a tag more detailed information about the product will show. Product details will display early on in the purchasing journey, all inside the Instagram app.

Tapping the Show Now link from the product details view, this will lead users to the product’s website, allowing them to buy the goods immediately.

Instagram Working with Retailers

Ryan McIntyre, CMO, JackThreads said:

“This test is going to change the scope of what we, as retailers, are capable of offering on mobile.”

“Instead of having to transition over to the JackThreads app, our customers will be able to shop seamlessly from their social media feeds—allowing us to reach guys where they’re already hunting for what’s new.”

After the Test, Businesses May be Included on Instagram

Instagram is proving to be a great source of brand and product discovery for the smartphone.

Depending on how well the test does, Instagram will explore product recommendations, ways products are showcased to shoppers, global expansion and the ability to save content so Instagrammers have products stored to consider later.

Instagram states that, “We want to understand how to deliver the most seamless shopping experience for consumers and businesses on Instagram, and ultimately mobile.”

Would you buy products through Instagram or are you tired of being pushed products through advertisements and social media?

DW Staff

David Lintott is the Editor-in-Chief, leading our team of talented freelance journalists. He specializes in covering culture, sport, and society. Originally from the decaying seaside town of Eastbourne, he attributes his insightful world-weariness to his roots in this unique setting.