Shannon Mack | @shannonmackmack
Shopping on Instagram
In the past year, Instagram has tested out a shopping feature that lets users click on a photo to view what products are pictured. Upon clicking on a product, customers are directed to an online shopping page where they can purchase the product if they wish.
"Mobile has changed the way people shop. You browse products while waiting to be seated for dinner, make purchases on your commute into work, and compare prices online when you’re at a store to see what’s the better deal. In fact, more than 84% of smartphone users in the US browse, research or compare products via a web browser or mobile app."
Shoppable posts will have a shopping bag icon on the bottom left of the screen where users can click it to view products that were featured in the post. From there customers can purchase the products that were shown in the photo. This will change the way people use Instagram.
Instead of Instagram only being a video and photo sharing app, it will become a place where customers can share ideas and purchase products. This new feature is huge for businesses looking to expand their demographics. The shopping feature can attract new customers that would not have normally gone directly to the business’s webpage to purchase. Instead, customers can go straight from a photo that they already find interesting to the checkout line.
Instagram business has made some sample videos with partner brands to demonstrate the ease of the process. Watch a Kate Spade fan find their way from an picture to a purchase in just a few clicks.
Instagram wants to make it clear that the user experience will not change, and that shopping will only be an added feature to the app. What does this mean for businesses? Companies will now be able to better understand how much of their online traffic is coming from Instagram. The addition of shopping to the app also helps companies understand the results of their marketing endeavors with regards to what works and what doesn't.