Mobile Window Shopping: Browse to Buy Experience Coming to Instagram
Madeleine Coe | On 12, Nov 2016
This week, twenty lucky retailers are trying out the new Instagram shopping feature. This high-profile round of beta-testing means it could be in your hands soon if you are a business with a prominent presence on the social sharing app.
The highly visible social platform of Instagram has been a great space for businesses to inspire customer followings, especially if they have a knack for portraying their brand and product through stylized framing of images and videos. Now, Instagram is giving select online retailers an opportunity to expand their carefully cultivated image galleries into a real shopping experience for followers. Participating brands include Abercrombie & Fitch, BaubleBar, Chubbies, Coach, Hollister, J.Crew, JackThreads, kate spade new york, Levi’s Brand, Lulus, Macy’s, Michael Kors, MVMT Watches, Target, Tory Burch, Warby Parker, and Shopbop.
The shoppable posts have a tap to view icon, which will cause a tag to appear on various products in the post when tapped—showcasing up to five products at a time. Once a tag is selected a new detailed view of the product will open. If the consumer taps the Shop Now link from the product details view, they’ll be directed to that product’s business web page.
This update gives users a chance to explore the product without ever leaving the app, and those ready to make a purchase can easily click-through to the retailer’s commercial website to check out. Currently, Instagram does not support links in image posts, so this brand-new functionality will make a big difference to the retailers who already use the app to attract new customers and showcase the best they have to offer. Customers can go from discovery all the way to the end of the purchase cycle.
E-commerce retailers who have already taken advantage of the buyable pins feature on Pinterest, have experienced great success since the feature was released about two years ago. Nearly 87% of active users have purchased something because of Pinterest, and a seamless browse to buy experience should see similar results on Instagram.
Even for businesses that do not usually sell directly online, like the automotive industry, social media traffic is proving to be a major tool for the research and discovery phases of the purchase cycle. Automotive fans that follow their favorite brands on Instagram could be encouraged to go further when they see pop-ups detailing features and pricing on the newest model images published.
Instagram plans to expand the capabilities of their shopping experience even further in the coming months, the Instagram for Business blog says, “During this initial phase, the new features will be available to a group of people on iOS devices within the US. As we roll out further, we’ll explore product recommendations, ways products are showcased to shoppers, global expansion and the ability to save content so Instagrammers can take an action later.”
Capture and share the world’s moments. Click-through to take them home. The future of Instagram for Business is nearing arrival.
Photo Cred: Instagram for Business
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