Instagram will provide its users with the ability to purchase eligible items from influencers and other creators without leaving the app. The new feature will allow a small group of creators to tag exactly what they’re wearing, letting followers click through and purchase that item on the spot.
The feature is an evolution of the recently added "Checkout on Instagram" option, which lets shoppers enter their billing and shipping details, select payment type and confirm their purchase without needing to leave the site. The option includes many of the same features as a dedicated e-Commerce site, including providing shoppers with order status info, estimated delivery date and tracking number, and the ability to cancel an order, initiate a return or request additional support through the Instagram app.
However, the checkout option is currently limited to certain brands, with major retailers including H&M, Nike, Uniqlo, Warby Parker and Zara already on board. Only products from brands that are part of this checkout beta test can currently be purchased through the “shop the look” feature.
Direct shopping can help retailers that are looking to refine their use of influencers, by eliminating the friction between product discovery and the point of purchase. One of influencers’ strengths is their ability to inspire faith in products, and this new tool will let shoppers make a purchase when they are at peak enthusiasm.
“People love getting that spark of inspiration when they learn about a new skin care routine or see their favorite musician in that perfect denim jacket,” said the Instagram Business Team in a blog post. “And unlike seeing the jacket on a rack, when they see it on someone they look up to — or someone who looks like them — suddenly it's relatable and even attainable.”
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