Instagram tests e-commerce with in-app shopping trials | M&M Global

Instagram tests e-commerce with in-app shopping trials

Instagram could soon allow users to shop in-app, with tests of the feature on Apple mobile devices in the US next week.


Twenty American retailers, including J Crew, Kate Spade and Warby Parker will take part in the test, which will allow users to purchase items featured without having to leave the app be clicking ‘Shop Now’ icons.

“Mobile has changed the way people shop,” Instagram said in a blog post. “We’re excited to announce an easier experience to shop the products you love on Instagram.”

Facebook-owned Instagram aims to create “the most seamless shopping experience for consumers” with smartphone apps and web browsers commonly used to browse and research products.

“Our community uses Instagram as an aspirational discovery platform and they’re looking to us for inspiration,” said JackThreads chief marketing officer Ryan McIntyre.

“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.”

During this initial phase, the new features will be available to a group of people on iOS devices within the US. As it rolls out further, product recommendations, ways products are showcased to shoppers, global expansion and the ability to save content so Instagrammers can take an action later will be considered.

In The Media Briefing’s State of the Media 2017 report, just under 70% of respondents said they were either testing the water with e-commerce or that it was already a significant source of revenue for them.

Anna Dobbie


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