Instagram announced on Tuesday that it will begin adding shoppable features next week, allowing users to discover and purchase items more seamlessly. The platform has partnered with 20 U.S.-based brands and retailers, including Kate Spade New York, Warby Parker and JackThreads, to integrate the shopping posts with their accounts.
“On a platform known for its power of mobile discovery, today we’re excited to announce an easier experience to shop the products you love on Instagram.” Says Instagram for business
It’ll go something like this: A user will be able to see photos with a tag on the bottom left corner that says “Tap to View Products,”. On tapping the photo, five tags will appear with product names and prices. Tapping on a specific product will open a separate page (still on Instagram) with more information. Finally, once they like and are interested to buy, they can tap “Shop Now,” which will lead them directly to the account’s retail page to make a purchase.
“Our community uses Instagram as an aspirational discovery platform and they’re looking to us for inspiration,” says Ryan McIntyre, CMO, JackThreads. “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.”
“Instagram and Warby Parker share a similar appreciation for beautiful design and seamless experiences,” says Dave Gilboa, Warby Parker co-founder and co-CEO, on Instagram’s blog. “But right now, there isn’t a simple, clean way for us to share details about the products featured within our posts. Customers often have to ask us, which creates a bulky experience on both sides. We love how seamlessly integrated and consumer-centric this new experience is.”