Instagram to run “Shop Now” selling feature

Instagram is going to start selling products from next week. A small number of US retailers will add more indepth product information to Instagram and consumers will be able to buy Instagram items through a new “shop now” link redirecting the user to the retailers own website to complete the purchase.

The aim is to keep consumers engaged on the Instagram app for longer enabling them to discover more about a particular product rather than leaving to carry out additional research on the retailers website. Instagram say “The vast majority of purchases take a day or longer, with only 21% of purchases made within a day. Knowing that Instagrammers are open to discovery on the platform, and that people take time to better understand the products they’re interested in, this test gives our community valuable steps along their shopping journey before they make a purchase“.

20 US-based retail brands will take part in the initial trials.