Instagram testing new in-app shopping function in US

Instagram is now testing a new function that will allow users to buy what they see in a photo

By: Tech Desk | Published:November 3, 2016 3:46 pm
Instagram, instagram new feature, instagram shop now, instagram for IOS, ios, online shopping, online retail, social media, technology, technology news Instagram is working with 20 US-based retail brands to test out the new in-app shopping experience

People are spending more and more time on their smartphones, with a huge percentage of users browsing and making purchases online through their mobile devices; and now Instagram wants to have a piece of that pie. Facebook owned Instagram, will be rolling out a new feature soon that will let users buy what they see in a picture – that too without leaving its iPhone app.

“Starting next week, we’re testing a way for our community to learn more about the items they view within an Instagram post. Most mobile shopping experiences today take people from the shop window right to check out—without giving consumers the opportunity to consider a product and get more information,” Instagram said in a blog post.

Instagram is working with 20 US-based retail brands to test out the new experience. These brands will be sharing posts with more detail, that will help Instagram users to learn about them and review them. Each such post will have a tap to view icon on the left bottom of a photo, which when tapped will show a tag with various products in the post (showcasing as many as five products and their prices). Selecting the tag will open a new view with more details for the product. Users will then be able to tap the ‘Shop Now’ link in the product details page – getting redirected to the product on the company’s website.

“Instagram is where we reflect the interesting life of the kate spade New York girl through relatable social moments which highlight the products that are characters in her story,” says Mary Beech, Executive Vice President and Chief Marketing Officer, Kate Spade & Company. “This post features our favorite new bag and elements from our new personalisation program that, together, make the bag uniquely hers. With this seamless shopping experience launching on Instagram, the possibilities for selling our products are endless.”

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During the initial phase of the new feature, a select few iOS users within the US will be able to access it. Instagram has said that it will start exploring product recommendations, while also adding functionality to save viewed content that they are interested to buy for later on.