Instagram expands shopping experience

Instagram last year announced that it would be trailing shopping options within the image-sharing social media app, and now they can confirm that tests from brands including Kate Spade has seen “great results”.

The feature, allows brands and retailers to ‘tag’ up to five individual products featured on their photos, once a tag has been clicked users will be able to see a detailed view of the product and price, and then if the consumer taps the ‘Shop Now’ link they will go directly to that product on the brand’s e-commerce site where they can buy the product.

Kate Spade New York’s EVP and chief marketing officer Mary Beech said: “Our partnership with Instagram has been very successful. 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.”

Other brands who tested the shopping tag features included J.Crew, Macy’s, and Warby Parker and because of the “encouraging early results” of the test Instagram has announced that it will be rolling out these shopping features to thousands of businesses that sell apparel, jewellery or beauty products in the coming weeks.

Jenna Lyons, J.Crew’s president and creative director added: “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!

“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.”

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

Initially this will be just for Instagrammers in the US, however, it is expected to roll out to other markets including the UK.